Paper Info
Title
The Effects of Message Valence and Listener Arousal on Attention, Memory, and Facial Muscular Responses to Radio Advertisements
Abstract
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 conductance data were collected during exposure to the advertisements. Following exposure, participants completed free recall and recognition memory tests. Results demonstrated the validity of using facial EMG to assess the valence of emotional response to media messages. Heart rate data suggest that negative messages receive more attention than positive ones. Furthermore, how arousing a message is appears to be a better predictor of memory than message valence.
Year
DOI
Venue
2001
10.1177/009365001028005003
COMMUNICATION RESEARCH
Keywords
Field
DocType
skin conductance,free recall
Social psychology,Facial electromyography,Arousal,Advertising,Cognitive psychology,Psychology,Free recall,Skin conductance
Journal
Volume
Issue
ISSN
28.0
5.0
0093-6502
Citations 
PageRank 
References 
31
3.19
0
Authors
3
Name
Order
Citations
PageRank
PAUL D. BOLLS1758.34
ANNIE LANG2315.22
Robert F. Potter3579.21