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The Effects of Television Consumption on Social Percrptions: The Use of Priming Procedures to Investigate Psychological Processes

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  • Shrum, L J
  • Wyer, Robert S, Jr
  • O'Guinn, Thomas C

Abstract

Two studies investigated the extent to which heavy television viewing affects consumers perceptions of social reality and the cognitive processes that underlie these effects. Both studies found evidence heavy viewers beliefs about social reality are more consistent with the content of television programming than are those of light viewers. The use of a priming methodology provided support for the notion that television is a causal factor in the formation of these beliefs and that a failure to discount television-based exemplars in forming these beliefs accounts for its influence. Implications of these results for a heuristic processing model of television effects are discussed. Copyright 1998 by the University of Chicago.

Suggested Citation

  • Shrum, L J & Wyer, Robert S, Jr & O'Guinn, Thomas C, 1998. "The Effects of Television Consumption on Social Percrptions: The Use of Priming Procedures to Investigate Psychological Processes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 447-458, March.
    • Handle: RePEc:oup:jconrs:v:24:y:1998:i:4:p:447-58
    DOI: 10.1086/209520
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    Cited by:

    1. Chatzigeorgiou, Chryssoula, 2017. "Modelling the impact of social media influencers on behavioural intentions of millennials: The case of tourism in rural areas in Greece," MPRA Paper 87916, University Library of Munich, Germany.
    2. Michael Thomas, 2019. "Was Television Responsible for a New Generation of Smokers?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 689-707.

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