Arousal and Advertising Effectiveness
- 1 March 1987
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 16 (1) , 4-40
- https://doi.org/10.1080/00913367.1987.10673054
Abstract
This paper contends that television programs generate physiological arousal and that programming induced arousal can be used as a mediating variable to explain the impact of programming on the ensuing commercials. It systematically explores how television programming induced arousal can influence the learning of, and attitudes and behavior toward, the commercials embedded in the programs.Keywords
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