Most people have one or more favorite pieces of media entertainment (e.g., movies, TV shows, novels, video games), and some personal candidates for the worst of them ever. But how exactly are such evaluative judgments formed? What are the underlying psychological processes of media entertainment evaluations? And why do we sometimes feel that the heart and mind are in conflict about those evaluations? To cover the whole complexity of individual media entertainment ratings, this chapter applies the associative–propositional evaluation (APE) model to the case of movie evaluation processes before, during, and after exposure. After defining evaluation and introducing the APE model, it discusses its theoretical and methodological implications for movies and entertainment research. Moreover, it highlights similarities and differences concerning common related concepts (e.g., enjoyment).
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