Examines how emotional content in televised messages intensifies physiological attentional responses. Explains that heart rate data indicating both shorter-term responses and longer-term arousal were collected from 10 female and 4 male advertising students. Finds that emotional content increases physiological arousal in viewers and that heart…

The purpose of the study was to determine the effects of rheostatically controlled visual subliminals on the affective interrelations of a learning task of subjects within a classroom setting. Four groups of students were used. Subjects were unknowingly exposed to a rheostatically projected subliminal message for 30 minutes during otherwise normal…