Who is watching Big Brother? TV consumption predicted by masked affective priming
Article first published online: 7 AUG 2003
Copyright © 2003 John Wiley & Sons, Ltd.
European Journal of Social Psychology
Volume 33, Issue 6, pages 779–791, November/December 2003
How to Cite
Frings, C. and Wentura, D. (2003), Who is watching Big Brother? TV consumption predicted by masked affective priming. Eur. J. Soc. Psychol., 33: 779–791. doi: 10.1002/ejsp.167
- Issue published online: 9 NOV 2003
- Article first published online: 7 AUG 2003
- Manuscript Accepted: 7 MAR 2003
- Manuscript Received: 10 AUG 2002
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.