Title: How Co-Viewing Affects Attitudes: The Mediating Roles of Transportation and Identification
Abstract:Communication scholars have long acknowledged that watching television is often done in the company of others. While previous research focused mainly on the impact of co-viewing on children's behavior...Communication scholars have long acknowledged that watching television is often done in the company of others. While previous research focused mainly on the impact of co-viewing on children's behavior and their enjoyment of watching, the current research extends this work to determine the effect of co-viewing on the actual viewing experience of adults, specifically, on transportation and identification. Furthermore, the study examines the role of these processes as mediators leading to changes in attitude. Study 1 demonstrates the impact of the co-viewer's enthusiasm on transportation and identification. Study 2 demonstrates the impact of the co-viewer's gender on transportation and identification. These processes, in turn, mediate the effect of co-viewing on attitude changes. The findings are discussed in terms of their theoretical and practical contributions.Read More
Publication Year: 2016
Publication Date: 2016-01-12
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 33
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