Thesis
An exploration of emotional switching and memory in public service announcements
Washington State University
Master of Arts (MA), Washington State University
2005
Handle:
https://hdl.handle.net/2376/365
Abstract
The purpose of this study was to examine how a mid-message switch in emotional tone would affect overall memory for message information. Participants listened to 12, 60-second radio advertisements that were positive, negative, mixed positive/negative, and mixed negative/positive in emotional tone. After exposure to each individual message subjects completed measures determining evaluations of arousal, attention, and message valence. After viewing the entire series of messages a distracter task was administered followed by free recall, cued recall, and recognition questionnaires. Results suggested that segments negative in emotional tone were more effective at garnering attention than were positive tone segments. Furthermore, messages that follow a mixed negative/positive emotional switch proved more effective for overall memory than any other format.
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Details
- Title
- An exploration of emotional switching and memory in public service announcements
- Creators
- Lindsay Marie Thomas
- Contributors
- Erica Weintraub Austin (Degree Supervisor)
- Awarding Institution
- Washington State University
- Academic Unit
- Edward R. Murrow College of Communication
- Theses and Dissertations
- Master of Arts (MA), Washington State University
- Publisher
- Washington State University; [Pullman, Washington] :
- Identifiers
- 99900525161201842
- Language
- English
- Resource Type
- Thesis