| Title: | Involuntary Attention and Physiological Arousal Evoked by Structural Features and Emotional Content in TV Commercials; |
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| Authors and Corporations: | |
| In: | Communication Research, 17, 1990, 3, p. 275-299 |
| published: |
SAGE Publications
|
| Media Type: | Article, E-Article |
| Physical Description: | 275-299 |
|---|---|
| ISSN: |
1552-3810
0093-6502 |
| DOI: | 10.1177/009365090017003001 |
| published in: | Communication Research |
| Language: | English |
| Subjects: | |
| Collection: | SAGE Publications (CrossRef) |
<jats:p>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.</jats:p> |