The Effects of Message Valence and Listener Arorusal on Attention, Memory, and Facial Muscular Responses to Radio Advertisements

摘要

This study tested the validity of using facial electromyography(ENG) as a physiological measure of the valence of radio listeners' emotional responses to advertisements and explored the effects of message valence and listener arousal on attention and memory. A within-subjects experiment was con- ducted in which participants listened to ten 60-second radio advertisements that had been coded in a pretest as having either a positive or negative emo- tional tone.