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Movies with gory and disgusting scenes more likely to capture and engage audience
Date:6/12/2014

. Memory for content before the onset of disgust in the core disgust messages was at near-chance levels indicating that the disgust onset served as a cognitive interrupt and made participants forget what they had seen before it.

Memory improved at and after disgust onset across all disgust types, and heart rate showed a deeper deceleration over time, showing more attention being paid to the content. Together this data suggests that despite being fully aware of how disgusted they were, participants could not turn away from any of the disgusting content, and actually paid more attention the more disgusting the content got. This pattern was especially pronounced in response to the core disgusts.

"We often choose to view entertainment media to simply make ourselves feel good, and we also likely often choose entertainment media that will provide meaning, fulfillment and spark introspection. Despite whatever motives encouraged the decision to watch or not watch, this study demonstrates that when we're watching entertainment content that introduces specific types of disgust, our bodies react as being disgusted, and we can articulate that we are disgusted by the content," said Rubenking. "However, we pay more attention once disgust is introduced and we remember the content with disgust better, making it a smart device for content creators to use, in moderation."


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Contact: John Paul Gutierrez
jpgutierrez@icahdq.org
International Communication Association
Source:Eurekalert

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