The intrusive commercial: Influence of aggressive TV commercials on aggression
Article first published online: 22 FEB 2006
Copyright © 1987 John Wiley & Sons, Ltd
European Journal of Social Psychology
Volume 17, Issue 1, pages 23–31, January/March 1987
How to Cite
Caprara, G. V., D'Imperio, G., Gentilomo, A., Mammucari, A., Renzi, P. and Travaglia, G. (1987), The intrusive commercial: Influence of aggressive TV commercials on aggression. Eur. J. Soc. Psychol., 17: 23–31. doi: 10.1002/ejsp.2420170103
- Issue published online: 22 FEB 2006
- Article first published online: 22 FEB 2006
- Manuscript Accepted: 27 JUN 1985
- Manuscript Received: 21 JAN 1984
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.