Listening to Intense Messages: The Role of Arousal and Affect in Message Content Recognition

Abstract

This study examines the interference effect of high-arousal, affective messages on the recognition of message content fiom less arousing messages. Subjects were 108 undergraduate students who viewed two political commercials in one of three conditions: Target (low intensity) followed by high-arousal message, target followed by low-arousal message, and target preceded by high-arousal message. The messages used were the political commercials ofMichael Bailey concerning family values and abortion.Results indicated that arousal effects recognition of message content. It appears, however, that high-arousal messages facilitate the recognition of content fiom a low-arousal message presented either before or after the stimulus.These results are discussed in terms of current conceptualuations of affect-inducing messages and listening. Areas of further research are also suggested.