Abstract:This study examines the interference effect of high-arousal, affective messages on the recognition of message content fiom less arousing messages. Subjects were 108 undergraduate students who viewed two political commercials in one of three conditions: Target (low intensity) followed by high-arousal message, target followed by low-arousal message, and target preceded by high-arousal message. The messages used were the political commercials ofMichael Bailey concerning family values and abortion.Results indicate… Show more
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