How Co-Viewing Affects Attitudes: The Mediating Roles of Transportation and Identification

Research output: Contribution to journalArticlepeer-review

Abstract

Communication scholars have long acknowledged that watching television is often done in the company of others. While previous research focused mainly on the impact of co-viewing on children’s behavior and their enjoyment of watching, the current research extends this work to determine the effect of co-viewing on the actual viewing experience of adults, specifically, on transportation and identification. Furthermore, the study examines the role of these processes as mediators leading to changes in attitude. Study 1 demonstrates the impact of the co-viewer’s enthusiasm on transportation and identification. Study 2 demonstrates the impact of the co-viewer’s gender on transportation and identification. These processes, in turn, mediate the effect of co-viewing on attitude changes. The findings are discussed in terms of their theoretical and practical contributions.

Original languageEnglish
Pages (from-to)381-405
Number of pages25
JournalMedia Psychology
Volume19
Issue number3
DOIs
StatePublished - 2 Jul 2016

Bibliographical note

Funding Information:
This research was supported by The Israel Science Foundation (Grant No. 985/10).

Publisher Copyright:
© Taylor & Francis.

ASJC Scopus subject areas

  • Social Psychology
  • Communication
  • Applied Psychology

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