The Effects of Message Valence and Listener Arousal on Attention, Memory, and Facial Muscular Responses to Radio Advertisements

@article{Bolls2001TheEO,
  title={The Effects of Message Valence and Listener Arousal on Attention, Memory, and Facial Muscular Responses to Radio Advertisements},
  author={Paul D. Bolls and Annie Lang and Robert F. Potter},
  journal={Communication Research},
  year={2001},
  volume={28},
  pages={627-651}
}
This study tested the validity of using facial electromyography (EMG) as a physiological measure of the valence of radio listeners’ emotional responses to advertisements and explored the effects of message valence and listener arousal on attention and memory. A within-subjects experiment was conducted in which participants listened to ten 60-second radio advertisements that had been coded in a pretest as having either a positive or negative emotional tone. Facial EMG, heart rate, and skin… CONTINUE READING
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