This article examines the persuasive impact of television programs by reviewing cross-disciplinary research findings on television effects. Additionally, 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 between this model and contemporary models of persuasion and argues that television consumption should be a topic of interest for marketing and consumer researchers as well as psychologists. � 1999 John Wiley & Sons, Inc.
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