The Impact of Program Context on Motivational System Activation and Subsequent Effects on Processing a Fear Appeal

This manuscript reports three experiments investigating the impact of television programming context on the processing of a fear-appeal message. This is done using a dual-motivation system theory conceptualizing emotion as arising from activation of the appetitive and/or aversive motivational system...

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Bibliographic Details
Published in:Journal of advertising 2006-10, Vol.35 (3), p.67-80
Main Authors: Potter, Robert F., LaTour, Michael S., Braun-LaTour, Kathryn A., Reichert, Tom
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Analysis
Business studies
Effects
Emotion theories
Emotional expression
Emotions
Experiments
Fear
Fear & phobias
Galvanic skin response
Motivation
Motivation (Psychology)
Physiology
Programming
Psychological aspects
Public service advertising
Public service announcements
Soap operas
Studies
System theory
Television
Television advertising
Television programming
Television programs
Television viewers
Viewers
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Summary:This manuscript reports three experiments investigating the impact of television programming context on the processing of a fear-appeal message. This is done using a dual-motivation system theory conceptualizing emotion as arising from activation of the appetitive and/or aversive motivational systems. Results show that, as predicted, sad programming activates viewers' aversive motivational systems, whereas comedic programming activates their appetitive motivational systems. Furthermore, by activating these systems through programming context, we were able to predict both retrospective self-report and real-time physiological reactions to a persuasive message employing a fear-appeal strategy. Theoretical and practical implications are discussed, as are suggestions for future experiments using the dual-motivation approach.
ISSN:0091-3367
1557-7805
DOI:10.2753/JOA0091-3367350305