Enhancing responses to television advertisements via the transfer of residual arousal from prior programming
- 1 March 1982
- journal article
- research article
- Published by Taylor & Francis in Journal of Broadcasting
- Vol. 26 (2) , 553-566
- https://doi.org/10.1080/08838158209364024
Abstract
Viewers rated television commercials seen two and one‐half to four minutes after highly arousing film segments as significantly more effective and enjoyable than the same commercials seen after less arousing programming.Keywords
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