Involuntary Attention and Physiological Arousal Evoked by Structural Features and Emotional Content in TV Commercials
- 1 June 1990
- journal article
- Published by SAGE Publications in Communication Research
- Vol. 17 (3) , 275-299
- https://doi.org/10.1177/009365090017003001
Abstract
Structural features of television elicit involuntary physiological attentional responses in viewers. Mild emotional content in televised messages intensifies these responses, possibly through mediation of emotion-elicited arousal, which was also demonstrated. Heart rate data were collected and analyzed using novel techniques to show both short-term attentional responses and longer term arousal in subjects viewing commercial messages.Keywords
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