The purpose of the current research is to examine the influence of affective dispositions and the sequencing of affective and cognitive responses to mediated entertainment. Affective dispositions are manipulated so as to match a liked competitor against one who is disliked. The results indicate that viewers’ emotional responses and assessments...
Although endemic to many forms of media entertainment, suspense represents a paradox for enjoyment because it is experienced as an aversive state. Three studies are presented across two media contexts demonstrating how outcomes to suspenseful episodes affect viewers’ relief. Study 1 shows that relief is elicited only when a film’s...
The current research investigates the interplay of program suspense, game outcome, advertisement placement, and ad execution on viewer reactions to advertising embedded in sports programming. In support of excitation transfer theory, results indicate that ad emotional response, attitude toward the ad, and attitude toward the brand are heightened immediately following...