Guinn, T. C.
Shrum, Wyer and O'Guinn report two studies on how heavy television viewing affects consumers' perceptions of social reality and the cognitive processes underneath. Both found that heavy viewers' beliefs about social reality are more consistent with television content than those of light viewers. A priming method supported the idea that television is a causal factor in these beliefs and that a failure to discount television-based examples explains its influence. The authors discuss a heuristic processing model of television effects.
Shrum, Wyer and O'Guinn report two studies on how heavy television viewing affects consumers' perceptions of social reality and the cognitive processes underneath. Both found that heavy viewers' beliefs about social reality are more consistent with television content than those of light viewers. A priming method supported the idea that television is a causal factor in these beliefs and that a failure to discount television-based examples explains its influence. The authors discuss a heuristic processing model of television effects.
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(1998). The Effects of Television Consumption on Social Perceptions: The Use of Priming Procedures to Investigate Psychological Processes. Journal of Consumer Research, 24(4), 447-458. doi:10.1086/209520.