Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

Sign In to gain access to subscriptions and/or personal tools.
Communication Research
This Article
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Right arrow Citation Map
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via HighWire
Right arrow Citing Articles via Google Scholar
Right arrow Citing Articles via Scopus
Google Scholar
Right arrow Articles by BOLLS, P. D.
Right arrow Articles by POTTER, R. F.
Right arrow Search for Related Content
Social Bookmarking
Add to CiteULike   Add to Complore   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati   Add to Twitter  
What's this?

The Effects of Message Valence and Listener Arousal on Attention, Memory, and Facial Muscular Responses to Radio Advertisements

PAUL D. BOLLS

ANNIE LANG

ROBERT F. POTTER

This study tested the validity of using facial electromyography (EMG) as a physiological measure of the valence of radio listeners' emotional responses to advertisements and explored the effects of message valence and listener arousal on attention and memory. A within-subjects experiment was conducted in which participants listened to ten 60-second radio advertisements that had been coded in a pretest as having either a positive or negative emotional tone. Facial EMG, heart rate, and skin conductance data were collected during exposure to the advertisements. Following exposure, participants completed free recall and recogniton memory tests. Results demonstrated the validity of using facial EMG to assess the valence of emotional response to media messages. Heart rate data suggest that negative messages receive more attention than positive ones. Furthermore, how arousing a message is appears to be a better predictor of memory than message valence.

Communication Research, Vol. 28, No. 5, 627-651 (2001)
DOI: 10.1177/009365001028005003
Add to CiteULike CiteULike   Add to Complore Complore   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati   Add to Twitter Twitter    What's this?


This article has been cited by other articles:


Home page
 Nicotine Tob ResHome page
A. A. Strasser, J. N. Cappella, C. Jepson, M. Fishbein, K. Z. Tang, E. Han, and C. Lerman
Experimental evaluation of antitobacco PSAs: Effects of message content and format on physiological and behavioral outcomes
Nicotine Tob Res, March 1, 2009; 11(3): 293 - 302.
[Abstract] [Full Text] [PDF]

Home page
 Social Science InformationHome page
E. P. Bucy and S. D. Bradley
Presidential Expressions and Viewer Emotion: Counterempathic Responses to Televised Leader Displays
Social Science Information, March 1, 2004; 43(1): 59 - 94.
[Abstract] [PDF]