Cognitive Moderators of Negative-Emotion Effects: Implications for Understanding Media Context

Murry, John P, and Peter A Dacin

Journal of Consumer Research, 1996, vol. 22, issue 4, 439-47

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. Copyright 1996 by the University of Chicago.

Date: 1996
References: Add references at CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://dx.doi.org/10.1086/209460 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:22:y:1996:i:4:p:439-47

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().