| Abstrakt: |
The goal of this experiment was to examine how sex and humor during television advertisements activate the human motivational systems and influence the thoroughness of cognitive processing. A within-subjects experiment was conducted to examine how valence (positive and negative), sex (not sexy, sexy), and humor (not humorous, humorous) in 32 television advertisements influence motivational activation, encoding, and cognitive effort. Post-auricular (PA) reflex magnitudes, used as a psychophysiological indicator of appetitive activation, were generally found to increase with positive content (positive valence, sex, and humor) during television advertisement viewing. Audio recognition sensitivity, used to indicate thoroughness of encoding, was found to be higher for negative, humorous, and negative humorous (coactive) advertisements, but lower for sexy ads. Tonic heart rates, used to measure cognitive effort, were found to be slower (indicative of greater cognitive effort) during advertisements with negative, sexy, and/or humorous content. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR] |
