Answers are grounded in this paper and cite their sources.
This paper presents a model of how television programs can affect consumer responses to commercials. The Selection-Processing Model distinguishes two kinds of response variables: selecting to view, and processing activities once selection has occurred. It presents a series of viewer states and offers predictions as to when and in what manner the impact of commercial messages is likely to be influenced by the program in which a commercial occurs. Thirty years of research on program context effects are reviewed and interpreted in terms of the model. As it is developed here, the Selection-Processing Model allows integration of the program context literature with literature on many relevant psychological processes including attention, affect, motivation, and cognition.
No takes yet. Share an insight, caveat, or question.
Schumann et al. (1990) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: