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• W2122938189 startingPage "68" @default.
• W2122938189 abstract "This study theorizes that activation and decay of dual motivational systems function as the mechanisms underlying excitation transfer theory. Following this reconceptualization, a physiological experiment simultaneously examines the influence of program valence and arousing content on subsequent ads. As predicted, sympathetic arousal (indicated by skin conductance) was greater during ads following arousing compared to calm programs, and in both conditions, it decreased across ad blocks. Cognitive effort was higher (indicated by slower heart rate) during ads following the positive arousing program and was lower (indicated by faster heart rate) following the negative arousing program. The recognition and free recall data generally support the prediction that, immediately following the program, they would be at the levels predicted by the motivational activation elicited by the program context." @default.
• W2122938189 created "2016-06-24" @default.
• W2122938189 creator A5013574246 @default.
• W2122938189 creator A5087162559 @default.
• W2122938189 date "2012-03-13" @default.
• W2122938189 modified "2023-10-16" @default.
• W2122938189 title "Reconceptualizing Excitation Transfer as Motivational Activation Changes and a Test of the Television Program Context Effects" @default.
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• W2122938189 doi "https://doi.org/10.1080/15213269.2011.649604" @default.
• W2122938189 hasPublicationYear "2012" @default.
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