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| Author: | Helregel, B. Weaver, J. |
| Title: | Mood-Management During Pregnancy Through Selective Exposure to Television |
| Journal: | J. of Broadcasting and Electronic Media
1989 : WINTER, VOL.33,p.15-33 |
| Index terms: | |
| Freeterms: | Preferences, Affective disposition, Marketing |
| Language: | eng |
| Abstract: | The modern mass-media dramatically changed the nature and number of mood-management devices. The television programme preferences and viewing habits of pregnant, non-pregnant women, and new mothers were examined. The results supported the notion that viewers often use TV as a mood-management device. The affective states during pregnancy strongly influenced programme preferences. The results could be very important from a marketing or advertising standpoint. |
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