Campus Access Only
All rights reserved. This publication is intended for use solely by faculty, students, and staff of University of the Pacific. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, now known or later developed, including but not limited to photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the author or the publisher.
Date of Award
1984
Document Type
Thesis
Degree Name
Master of Arts (M.A.)
Department
Graduate Studies
First Advisor
Doug Matheson
First Committee Member
Kenneth Beauchamp
Second Committee Member
Roseann Hannon
Abstract
The controversy over the effects of television viewing on human behavior has drawn a great deal of attention over the last decade. This study sought to investigate this area by looking at cortical response to television viewing.
The subjects in the study consisted of 24 men and 24 women (m=l9 .6 years) who were monitored for bilateral EEG alpha (8-13 Hz) brain wave production while viewing a television commercial (verbal and nonverbal/ spatial) and were then tested for recall at the end of the session.
The analysis of variance for a split-plot factorial design (S.P.F. 222.43; Kirk, 1968) revealed that while there were no differences between cerebral hemispheres, there were significant increases in the amount of alpha brain .wave production (p <. 01) during the trials.
The results of this study support the first hypothesis that "EEG alpha levels will increase with repeated exposure to televised commercials." The significance of this finding is that it contrasts sharply with earlier research and indicates that repeated viewing of the same commercial results in an erosion of the viewer's interest.
Pages
48
Recommended Citation
Sheffel, William B.. (1984). The effect of television viewing on college students : an EEG analysis of cerebral asymmetry. University of the Pacific, Thesis. https://scholarlycommons.pacific.edu/uop_etds/470
Rights Statement
No Known Copyright. URI: http://rightsstatements.org/vocab/NKC/1.0/
The organization that has made the Item available reasonably believes that the Item is not restricted by copyright or related rights, but a conclusive determination could not be made. Please refer to the organization that has made the Item available for more information. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use.
