ABSTRACT
M ention the subject of television effects to consumer psychologists and they would likely assume you are referring to advertising. With only a few exceptions (e.g., Russell, Norman, & Heckler, 2004), most consumer research on television effects has focused on understanding how advertising works and what makes it effective. However, these are intended effects. What have gone relatively unnoticed in consumer research are the unintended effects of television viewing, particularly the effects of the programs between the ads. Certainly, social psychologists are well aware of these types of effects, particularly for the effects of media violence (Bushman & Anderson, 2001; Wood, Wong, & Chachere, 1991) and explicit sexual portrayals (Donnerstein & Berkowitz, 1981; Malamuth & Impett, 2001). However, what have for the most part escaped attention are the more subtle effects of the narrative or “storytelling” aspect of television programs.
