An Exploratory Investigation Into the Relationship Between Television Program Preference and Emotion-Eliciting Qualities--A New Theoretical Perspective

This exploratory study applies Mehrabian and Russell\u27s newly formulated theory of emotion to the problem of explaining television program preference. The result is a fresh theoretical approach to media selection. Results suggest that as much as 40% of preference can be accounted for by emotional response. The authors suggest that these findings may allow for numerous advances in our understanding of viewer program preference and selection