The impact of high and low-quality commercials on perception of local television newscasts was examined to determine if contrast effects research or affective priming would provide a better explanation of the commercial/newscast interaction. This study showed the strongest support for contrast effects among males and affective priming among females. Men's and women's perceptions were affected differently by ad quality and ad presence on several measures. Results also suggested an interaction between news quality and the presence of commercials within newscasts in producing an emotional response. In addition, when commercials were present within the news program, participants were able to recall fewer of the news stories.
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