Real‐Time Ratings

Seiffert-Brockmann, Jens; Jarolimek, Stefan

doi:10.1002/9781118901731.iecrm0206

Cited by 1 publication

(1 citation statement)

References 7 publications

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“…Finally, responsibility attribution was measured during the reception of the stimulus using a mobile RTR (Seiffert-Brockmann and Jarolimek, 2017) application for tablets (Leiner and Fahr, 2016). Participants were advised to use the device as follows:While watching, please evaluate continuously who, in your opinion, is responsible for the death of the respective athlete.…”

Section: Methodsmentioning

confidence: 99%

Gives you wings or not? Exploring the impact of viewers’ responsibility attribution and surprise on their attitude, identification and trust

Seiffert-Brockmann

Ruppel

Einwiller

2019

CCIJ

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Purpose The purpose of this paper is to explore the impact of critical, journalistic documentaries on viewers. More precisely, it investigates the effects of responsibility attribution and surprise on stakeholder attitude, trust and identification. Design/methodology/approach In a quasi-experimental pre-post setting, 127 participants viewed a documentary about Austrian beverage and marketing company Red Bull. The film inquired into the deaths of six extreme athletes sponsored by the company. As a critical, investigative piece, the documentary was designed to give viewers the impression that Red Bull was, at least partially, responsible for the athletes’ deaths. Findings Results show that responsibility attribution, the feeling of being surprised and being in a state of negative affect, had a significant impact on viewers’ attitude and trust toward, and identification with Red Bull. Originality/value The study adds insights on surprise as a factor in viewers’ assessment of responsibility. The study is original in terms of methodology by using real-time rating to ascertain which sequences trigger changes in responsibility attribution among viewers. Furthermore, implications of the study’s findings with regard to inoculation theory are discussed.

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Section: Methodsmentioning

confidence: 99%