Attracted But Unsatisfied: The Effects of Arousing Content on Television Consumption Choices

Abstract

This paper investigates experimentally the effects of arousing content on viewing choices and satisfaction in television consumption. We test the hypothesis that the portrayal of arousing content combines high attraction and low satisfaction and is thus responsible for sub-optimal choices. In our experiment, subjects can choose among three programs during a viewing session. In the experimental condition, one of the three programs portrays a violent verbal conflict, whereas in the control condition the same program portrays a calm debate. A post-experimental questionnaire is used to assess subjects' satisfaction with the programs and the overall viewing experience. The results support the hypothesis: the presence of arousing content causes subjects to watch more of a given program, although they experience lower content-specific and overall satisfaction. Arousing contents also significantly increase the discrepancy between actual and desired viewing.

Keywords: Rational Choice, Audience, Television, Satisfaction, Arousing content, Laboratory Experiments

JEL Classification: D63, C78, C91