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Abstract

Two experiments have been conducted to investigate the aggression-eliciting properties of an aggressive commercial.

The first experiment investigated the influence of an aggressive commercial on subsequent delivery of shocks to a confederate by male or female subjects, in presence and in absence of previous instigation to aggress.

The second experiment examined the heart rate modifications before, during and after exposure to the aggressive commercial.

Twenty males and 20 females participated to each experiment.

Findings justify the concern for the aggression-eliciting properties of aggressive commercials.