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Communication Research, Vol. 21, No. 1, 24-47 (1994)
DOI: 10.1177/009365094021001003

Arousal-Augmented Priming Effects

Rock Music Videos and Sex Object Schemas

CHRISTINE HALL HANSEN

WALTER KRYGOWSKI

Two experiments were conducted to test predictions from the arousal-extremity model that priming effects produced by music videos would be stronger under high than low arousal. Experiment 1 established the content of two sets of music video primes: 2 male and 2 female sex-object videos. In Experiment 2, video priming effects were found on attribute judgments of an ambiguous but phenotypically similar TV commercial, and these effects were further exaggerated when subjects were highly aroused by exercise. Results of MANOVAs and discriminant function analyses indicated that in high-arousal conditions priming effects were more extreme and more closely resembled music video content than in low-arousal conditions.


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