The Intensifying Effects of Exciting Television Programs on the Reception of Subsequent Commercials: ABSTRACT

This paper examines the effects of viewer excitement as elicited by television programs on the effectiveness of commercials embedded in such programs. A review of the literature suggests that the physiological arousal which results from suspenseful or emotional programs can be usefully characterized as an intensifier of important viewer responses. A brief overview of the literature on program context effects to date is given and a model is developed which positions arousal in relation to other mediating variables affecting commercial impact. The paper concludes with a summary of the more pressing issues arising from the study of excitement as an aspect of media environment.