| Popis: |
This study examines the interference effect of high-arousal, affective messages on the recognition of message content from less arousing messages. Subjects were 108 undergraduate students who viewed two political commercials in one of three conditions: Target (low intensity) followed by high-arousal message, target followed by low-arousal message, and target preceded by high-arousal message. The messages used were the political commercials of Michael Bailey concerning family values and abortion. Results indicated that arousal effects recognition of message content. It appears, however, that high-arousal messages facilitate the recognition of content from a low-arousal message presented either before or after the stimulus. These results are discussed in terms of current conceptualizations of affect-inducing messages and listening. Areas of further research are also suggested. |
