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Who is watching Big Brother ? TV consumption predicted by masked affective priming
Author(s) -
Frings Christian,
Wentura Dirk
Publication year - 2003
Publication title -
european journal of social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.609
H-Index - 111
eISSN - 1099-0992
pISSN - 0046-2772
DOI - 10.1002/ejsp.167
Subject(s) - psychology , priming (agriculture) , brother , social psychology , implicit attitude , task (project management) , developmental psychology , botany , germination , management , sociology , anthropology , economics , biology
Abstract In the present study (N=37), we assessed attitudes towards a telecast ( Big Brother ) with indirect (masked affective priming) and direct (semantic differentials) methods. Additionally, participants recorded their TV viewing behaviour for a period of 7 days. Implicit positivity of the telecast (assessed by the affective priming task), explicit positivity (semantic differentials), and minutes per week spent viewing the TV show were all positively correlated. Viewers of the telecast show a positive priming effect for the label of the telecast (thereby indicating a positive implicit attitude towards the show). Implications for the research and the theoretical debate on implicit attitudes are discussed. Copyright © 2003 John Wiley & Sons, Ltd.