Television and persuasion: Effects of the programs between the ads

This article examines the persuasive impact of television programs by revie wing cross-disciplinary research findings on television effects. Additional ly, extensive discussion is given to articulating a model of the cognitive processes that underlie television program effects, and recent evidence is presented that supports this model. Discussion delineates the differences b etween this model and contemporary models of persuasion and argues that tel evision consumption should be a topic of interest for marketing and consume r researchers as well as psychologists. (C) 1999 John Wiley & Sons, Inc.