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Reconceptualizing Excitation Transfer as Motivational Activation Changes and a Test of the Television Program Context Effects

机译：激励转移随着动机激活的改变而重新概念化，并检验了电视节目上下文的影响

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This study theorizes that activation and decay of dual motivational systems function as the mechanisms underlying excitation transfer theory. Following this reconceptualization, a physiological experiment simultaneously examines the influence of program valence and arousing content on subsequent ads. As predicted, sympathetic arousal (indicated by skin conductance) was greater during ads following arousing compared to calm programs, and in both conditions, it decreased across ad blocks. Cognitive effort was higher (indicated by slower heart rate) during ads following the positive arousing program and was lower (indicated by faster heart rate) following the negative arousing program. The recognition and free recall data generally support the prediction that, immediately following the program, they would be at the levels predicted by the motivational activation elicited by the program context.View full textDownload full textRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/15213269.2011.649604
机译：本研究从理论上论证了双重激励系统的激活和衰减是激发传递理论的基础。重新构思之后，一项生理实验同时检查了程序价和唤醒内容对后续广告的影响。如预测的那样，与平静程序相比，广告在唤醒后的同情唤醒（由皮肤电导表示）更大，并且在两种情况下，整个广告块均减少。在积极刺激计划之后的广告中，认知努力较高（以较低的心率表示），在消极刺激计划之后的广告中（较低的心率表示）为较低。识别和自由召回数据通常支持以下预测：在程序执行后，它们将处于程序上下文所激发的动机激活所预测的水平。查看全文下载全文相关的var addthis_config = {ui_cobrand：“泰勒和弗朗西斯在线”，services_compact：“ citeulike，网络振动，微博，technorati，美味，linkedin，facebook，stumbleupon，digg，google，更多”，发布号：“ ra-4dff56cd6bb1830b”};添加到候选列表链接永久链接http://dx.doi.org/10.1080/15213269.2011.649604

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