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| Kunkel, Dale | 1 |
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Download full textKunkel, Dale; Kovaric, Peter – 1983
A study investigated the idea that the amount of knowledge viewers extract from exposure to television is a function of the amount of mental effort involved in processing the program content, and that the mental effort invested in viewing is partly a function of people's expectations about the demand characteristics associated with the content.…
Descriptors: Audience Analysis, Cognitive Processes, College Students, Commercial Television
