Attracted but Unsatisfied: The Effects of Arousing Contents on Television Consumption Choices

This paper investigates experimentally the e ects of arousing content on viewing choices and satisfaction in television consumption. We test the hypothesis that the portrayal of arousing content combines high attraction and low satisfaction and is thus responsible for suboptimal choices. In our experiment, subjects can choose among three programs during a viewing session. In the experimental condition, one of the three programs portrays a violent verbal con ict, whereas in the control condition the same program portrays a calm debate. A post-experimental questionnaire is used to assess subjects' satisfaction with the programs and the overall viewing experience. The results support the hypothesis: the presence of arousing content causes subjects to watch more of a given program, although they experience lower content-speci c and overall satisfaction. Arousing contents also significantly increase the discrepancy between actual and desired viewing. JEL: D63, C78, C91