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Trivializing the News? Affective Context Effects of Commercials on the Perception of Television News

Wirth, W.; Schemer, C.; Matthes, J.

Mass communication & society. VOL 13; NUMBER 2, ; 2010, 139-156 -- Taylor & Francis (pages 139-156) -- 2010

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  • Title:
    Trivializing the News? Affective Context Effects of Commercials on the Perception of Television News
  • Author: Wirth, W.;
    Schemer, C.;
    Matthes, J.
  • Found In: Mass communication & society. VOL 13; NUMBER 2, ; 2010, 139-156
  • Journal Title: Mass communication & society.
  • Subjects: Social Sciences Or Social Services; Dewey: 302.23
  • Publication Details: Taylor & Francis
  • Language: English
  • Abstract: This study examined whether affect induced by television commercials influences the perception of news programming. An experiment showed that viewers in positive moods generated by television commercials perceive news stories viewed both after and before watching the commercials as more entertaining, relaxing, realistic, and more credible than viewers exposed to neutral commercials do. Of interest, viewers in positive mood, as compared to neutral mood, perceived the topic presented in the news story as less important and serious.
  • Identifier: Journal ISSN: 1520-5436
  • Publication Date: 2010
  • Physical Description: Electronic
  • Accrual Information: Quarterly
  • Shelfmark(s): 5387.905000
  • UIN: ETOCRN271583629

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