ABSTRACT - When consumer researchers think about "television effects," they typically think advertising effects. However, the focus of this paper is on the programs between the ads. The paper reviews the extant literature on the effects of television program viewing on social judgment and proposes a cognitive processing model that can account for these effects. The model is explained and evidence supporting key components of the model is presented. Discussion focuses on the implications of the model and proposes reasons why research on television program effects should be of interest to consumer researchers.

Citation:

L. J. Shrum (1998) ,"Development of a Cognitive Process Model to Explain the Effects of Heavy Television Viewing on Social Judgment", in NA - Advances in Consumer Research Volume 25, eds. Joseph W. Alba & J. Wesley Hutchinson, Provo, UT : Association for Consumer Research, Pages: 289-294.