The Effects of Television Consumption on Social Perceptions: The Use of Priming Procedures to Investigate Psychological Processes

Two studies investigated the extent to which heavy television viewing affects consumers' perceptions of social reality and the cognitive processes that underlie these effects. Both studies found evidence that heavy viewers' beliefs about social reality are more consistent with the content of television programming than are those of light viewers. The use of a priming methodology provided support for the notion that television is a causal factor in the formation of these beliefs and that a failure to discount television-based exemplars in forming these beliefs accounts for its influence. Implications of these results for a heuristic processing model of television effects are discussed.