AROUSAL-AUGMENTED PRIMING EFFECTS - ROCK-MUSIC VIDEOS AND SEX OBJECT SCHEMAS

Two experiments were conducted to test predictions from the arousal-ex tremity model that priming effects produced by music videos would be s tronger under high than low arousal. Experiment 1 established the cont ent of two sets of music video primes: 2 male and 2 female sex-object videos. In Experiment 2, video priming effects were found on attribute judgments of an ambiguous but phenotypically similar TV commercial, a nd these effects were further exaggerated when subjects were highly ar oused by exercise. Results of MANOVAs and discriminant function analys es indicated that in high-arousal conditions priming effects were more extreme and more closely resembled music video content than in low-ar ousal conditions.