search query: @indexterm CONSUMER RESEARCH / total: 600
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| Author: | Murry, J. Jr Dacin, P. |
| Title: | Cognitive moderators of negative-emotion effects: implications for understanding media context |
| Journal: | Journal of Consumer Research
1996 : MAR, VOL. 22:4, p. 439-447 |
| Index terms: | CONSUMER RESEARCH EVALUATION |
| Language: | eng |
| Abstract: | This study examines how emotions elicited by television programs influence viewers' liking for the programs. An experiment using actual television programs found that positive emotions directly enhance program liking , while negative emotions have a deleterious effect. However, the latter effect diminishes when viewers believe that the negative emotions elicited by the programs do not signal threats to their well-being. These findings support the theory that positive emotions influence evaluations via simple decision heuristics, while negative emotions motivate detailed analyses of the emoting event or stimulus. |
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