Audience Activity and Satisfaction with Favorite Television Soap Opera

Recent studies of typal and temporal dimensions of audience activity suggest that activity is an important variable in media effects. Research to date has focused on how types of activity influence media uses and effects. ' The present analysis considered the temporal sequence of audience activity in daytime television serial viewing. We examined how prior expectations and activity before, during and after exposure contribute to perceived satisfaction with a favorite television program. important concept becatise, from a marketing perspective, consumer satisfaction influences product purchase and consumption. Consumer satisfaction is an affective, emotional reaction that grows out of confirmation or disconfirmation of product expectations. ^ Because people have positive expectations about products, they evaluate the product, after trial, against those expectations. Satisfaction results and repurchase is likely when expectations are confirmed. Dissatisfaction results and repurchase is unlikely when expectations are not confirmed. Satisfaction, then.