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In this volume, psychologists and communication experts present theory on understanding and predicting how learning occurs through media consumption. As the impact of traditional advertising has declined over the last couple of decades, marketers have scrambled to find other ways to effectively communicate with consumers. Among other approaches, marketers have utilized various forms of product integration. Product integration is mixing a commercial message in with the non-commercial message via TV, movie, video, and other entertainment venues. This book will be of interest to students and researchers in psychology, marketing, communication, advertising, and consumer behavior.

Cultivation effects are discussed and assessed within the context of mental processing strategies. Specifically, an information-processing perspective is taken to illustrate how television viewing may affect social judgments. Heuristic processing is posited as a mechanism that can explain why heavier television viewing results in higher first-order cultivation judgments (i.e., those requiring estimates of set size, such as the incidence of violent crime or percentage of doctors in the workforce). Past cultivation findings are integrated into this framework, and new directions for research are proposed.

When survey researchers are interested in measuring the personal values of respondents, they often use a rating rather than a ranking method because it is easier & faster to administer & yields data that are amenable to parametric statistical analyses. However, because personal values are inherently positive constructs, respondents often exhibit little differentiation among the values & end-pile their ratings toward the positive end of the scale. Such lack of differentiation may potentially affect the statistical properties of the values & the ability to detect relationships with other variables. Two experiments were conducted via mail surveys to general population samples to test alternative rating methods designed to increase differentiation & reduce end-piling in the rating of personal values. The results suggest that a procedure in which respondents first pick their most & least important values, then rate them (most-least), provides more differentiation & less end-piling than a simple rating procedure (rate-only). Increased differentiation for the most-least method influenced the fit of latent structure & resulted in more robust relations between the values ratings & other criterion variables. These results generalized across type of values scale, number of values rated, & number of rating points. 3 Tables, 42 References. Adapted from the source document.

This study conceptualizes the cultivation effect in terms of the accessibility of information in memory. Contemporary social cognition research indicates that individuals consistenly use the most accessible information in memory as a basis for a variety of judgments. Consistent with this body of literature, the current study demonstrates that, based on a reaction time task, those subjects who watch comparatively more television not only overestimate frequency or probability but also give faster responses to various types of cultivation questions. These results support the notion that relevant information, presumably "cultivated" from television viewing, is more accessible in memory for heavier viewers, and, consistent with predictions made by the availability heuristic literature, overestimations of frequency or probability are associated with this enhanced accessibility. Moreover, when controlling for speed of response in the correlation between television viewing and social reality estimates, the relationship is diminished or disappears entirely, suggesting that enhanced accessibility of relevant information for heavier viewers can at least partially account for the cultivation effect.