Enhancing responses to television advertisements via the transfer of residual arousal from prior programming |
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| Authors: | John Mattes Joanne Cantor |
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| Affiliation: | 1. Law School , University of Miami;2. Associate Professor and Associate Chair of the Department of Communication Arts , University of Wisconsin , Madison |
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| Abstract: | Viewers rated television commercials seen two and one‐half to four minutes after highly arousing film segments as significantly more effective and enjoyable than the same commercials seen after less arousing programming. |
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