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Affective Measures1
Arousal Patterns1
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Lang, Annie1
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Involuntary Attention and Physiological Arousal Evoked by Structural Features and Emotional Content in TV Commercials.
Peer reviewed Peer reviewed
Lang, Annie – Communication Research, 1990
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…
Descriptors: Affective Measures, Arousal Patterns, Attention, Audience Response