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- W2087637242 abstract "Abstract This paper contends that television programs generate physiological arousal and that programming induced arousal can be used as a mediating variable to explain the impact of programming on the ensuing commercials. It systematically explores how television programming induced arousal can influence the learning of, and attitudes and behavior toward, the commercials embedded in the programs." @default.
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- W2087637242 date "1987-03-01" @default.
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- W2087637242 title "Arousal and Advertising Effectiveness" @default.
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- W2087637242 doi "https://doi.org/10.1080/00913367.1987.10673054" @default.
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