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- W1497666128 abstract "Abstract This paper presents a model of how television programs can affect consumer responses to commercials. The Selection-Processing Model distinguishes two kinds of response variables: selecting to view, and processing activities once selection has occurred. It presents a series of viewer states and offers predictions as to when and in what manner the impact of commercial messages is likely to be influenced by the program in which a commercial occurs. Thirty years of research on program context effects are reviewed and interpreted in terms of the model. As it is developed here, the Selection-Processing Model allows integration of the program context literature with literature on many relevant psychological processes including attention, affect, motivation, and cognition." @default.
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- W1497666128 date "2012-05-18" @default.
- W1497666128 modified "2023-09-23" @default.
- W1497666128 title "The Influence of Viewing Context on Commercial Effectiveness: A Selection-Processing Model" @default.
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