An exploratory investigation into the relationship between television program preference and emotion‐eliciting qualities—A new theoretical perspective

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This exploratory study applies Mehrabian and Russell's 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.