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Abstract
This study is the first to explore the motivational, cognitive, affective, and personality factors that influence the enjoyment of and exposure to TV series with horror content. The most-watched TV series identified by 411 study participants were examined in the study. Results indicate that personality traits significantly predict cognitive and affective involvement with these programs and viewing motivations. Viewing motivations significantly influence viewers’ cognitive and affective involvement with these TV series as well as their viewing enjoyment and frequency. While positive affect and negative affect are significant predictors of viewing enjoyment, viewing enjoyment has a positive effect on viewing frequency.
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Notes on contributors
Carolyn A. Lin
Carolyn A. Lin (Ph.D., Michigan State University) is professor in the Department of Communication, University of Connecticut. Her research focuses on the content, uses, and effects of new media technologies, digital informatics, risk communication, marketing communication, and cross-cultural communication.
Zhan Xu
Zhan Xu (M.A., University of Southern California) is a Ph.D. candidate in the Department of Communication, University of Connecticut. Her research focuses on the content, uses, and effects of new media technologies, health communication and emotional communication.