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Attracted but Unsatisfied: The Effects of Arousing Content on Television Consumption Choices

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Author Info

  • Luca Stanca

    ()

  • Marco Gui
  • Marcello Gallucci

Abstract

This paper investigates experimentally the effects of arousing content on viewing choices and satisfaction in television consumption. We test the hypothesis that the portrayal of arousing content combines high attraction and low satisfaction and is thus responsible for suboptimal choices. In our experiment, subjects can choose among three programs during a viewing session. In the experimental condition, one of the three programs portrays a violent verbal conflict, whereas in the control condition the same program portrays a calm debate. A post-experimental questionnaire is used to assess subjects' satisfaction with the programs and the overall viewing experience. The results support the hypothesis: the presence of arousing content causes sub- jects to watch more of a given program, although they experience lower content-specific and overall satisfaction. Arousing contents also significantly increase the discrepancy between actual and desired viewing.

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File URL: http://dipeco.economia.unimib.it/repec/pdf/mibwpaper203.pdf
File Function: First version, 2010
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Bibliographic Info

Paper provided by University of Milano-Bicocca, Department of Economics in its series Working Papers with number 203.

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Length: 26 pages
Date of creation: Feb 2011
Date of revision: Feb 2011
Handle: RePEc:mib:wpaper:203

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Related research

Keywords: Rational Choice; Audience; Television; Satisfaction; Arousing content; Laboratory Experiments.;

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  1. Jeremy Kyle & revealed preference
    by chris dillow in Stumbling and Mumbling on 2011-02-23 12:55:14

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