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

Stanca, L., Gui, M., & Gallucci, M. (2009). Attracted but Unsatisfied: The Effects of Arousing Content on Television Consumption Choices [Working paper del dipartimento].

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

STANCA, LUCA MATTEO;GUI, MARCO;GALLUCCI, MARCELLO
2009

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
Working paper del dipartimento
No
Scientifica
Working Paper
Rational Choice; Audience; Television; Satisfaction; Arousing content; Laboratory Experiments
English
Stanca, L., Gui, M., & Gallucci, M. (2009). Attracted but Unsatisfied: The Effects of Arousing Content on Television Consumption Choices [Working paper del dipartimento].
Stanca, L; Gui, M; Gallucci, M
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10281/22965
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