References

• Blakeney , A. , Findley , C. , Self , D. R. , Ingram , R. and Garrett , T. 2010 . Media habits of sensation seekers . Journal of Global Scholars of Marketing Science , 20 : 179 – 187 .
   Google Scholar
• Donohew , L. , Lorch , E. P. and Palmgreen , P. 1998 . Applications of a theoretic model of information exposure to health interventions . Human Communication Research , 24 : 454 – 468 . doi: 10.1111/j.1468-2958.1998.tb00425.x
   PubMed Web of Science ®Google Scholar
• Eastman , S. T. and Billings , A. C. 2000 . “ Promotion in and about sports programming ” . In Research in media promotion , Edited by: Eastman , S. T. 203 – 230 . Mahwah, NJ : Lawrence Erlbaum Associates .
   Google Scholar
• Everett , M. W. and Palmgreen , P. 1995 . Influences of sensation-seeking, message sensation value, and program context on effectiveness of anticocaine public service announcements . Health Communication , 7 : 225 – 248 . doi: 10.1207/s15327027hc0703_3
   Web of Science ®Google Scholar
• Grier , S. A. 2001 . The Federal Trade Commission's report on the marketing of violent entertainment to youths: Developing policy-tuned research . Journal of Public Policy and Marketing , 20 : 123 – 132 .
   Web of Science ®Google Scholar
• Hoyle , R. H. , Stephenson , M. T. , Palmgreen , P. , Lorch , E. P. and Donohew , L. 2002 . Reliability and validity of scores on a brief measure of sensation seeking . Personality and Individual Differences , 32 : 401 – 414 . doi: 10.1016/S0191-8869(01)00032-0
   Web of Science ®Google Scholar
• Jackson, T. (2009). MMA's journey not a smooth one. Foxsports.com, Retrieved from http://msn.foxsports.com/boxing/story/9726170/MMA's-journey-not-a-smooth-one
   Google Scholar
• Kang , Y. , Cappella , J. and Fishbein , M. 2006 . The attentional mechanism of message sensation value: Interaction between message sensation value and argument quality on message effectiveness . Communication Monographs , 73 : 351 – 378 . doi: 10.1080/03637750601024164
   Web of Science ®Google Scholar
• Krcmar , M. and Greene , K. 1999 . Predicting exposure to and uses of television violence . Journal of Communication , 49 : 24 – 45 . doi: 10.1111/j.1460-2466.1999.tb02803.x
   Web of Science ®Google Scholar
• Lang , A. , Chung , Y. , Lee , S. , Schwartz , N. and Shin , M. 2005 . It's an arousing, fast-paced kind of world: The effects of age and sensation seeking on the information processing of substance-abuse PSAs . Media Psychology , 7 : 421 – 454 . doi: 10.1207/S1532785XMEP0704_6
   Web of Science ®Google Scholar
• Lang , P. J. 1980 . “ Behavioral treatment and bio-behavioral assessment: Computer applications ” . In Technology in mental health care delivery systems , Edited by: Sidowski , J. B. , Johnson , J. H. and Williams , T. A. 119 – 137 . Norwood, NJ : Ablex .
   Google Scholar
• Lee , J. and Jung , Y. 2008 . The research on online game hedonic experience: Focusing on moderate effect of perceived complexity . Journal of Global Scholars of Marketing Science , 18 : 147 – 187 .
   Google Scholar
• Lorch , E. P. , Palmgreen , P. , Donohew , L. , Helm , D. , Baer , S. A. and D'silva , M. U. 1994 . Program context, sensation seeking, and attention to televised anti-drug Public Service Announcements . Human Communication Research , 20 : 390 – 412 . doi: 10.1111/j.1468-2958.1994.tb00328.x
   Web of Science ®Google Scholar
• Madkour, A. D. (August 22, 2011). Fox, UFC a game changer? Street and Smith's Sports Business Journal, p. 24
   Google Scholar
• Mazaheri , E. , Richard , M. and Laroche , M. 2010 . Investigating the moderating impact of hedonism on online consumer behavior . Journal of Global Scholars of Marketing Science , 20 : 123 – 134 .
   Google Scholar
• McDaniel , S. R. 2004 . “ Sensation seeking and the consumption of televised sports ” . In The psychology of entertainment media: Blurring the lines between entertainment and persuasion , Edited by: Shrum , L. J. 332 – 335 . Mahwah, NJ : Lawrence Erlbaum Associates .
   Google Scholar
• McDaniel , S. R. , Lim , C. and Mahan , J. E. 2007 . The role of gender and personality traits in response to ads using violent images to promote consumption of sports entertainment . Journal of Business Research , 60 : 606 – 612 . doi:10.1016/j.jbusres.2006.06.009
   Web of Science ®Google Scholar
• Mehrabian , A. and Russell , J. A. 1974 . An approach to environmental psychology , Cambridge, MA : MIT Press .
   Google Scholar
• Miller , D. W. and Stoica , M. 2003 . Comparing the effects of a photograph versus artistic renditions of a beach scene in a direct-response print ad for a Caribbean resort island: A mental imagery perspective . Journal of Vacation Marketing , 10 : 11 – 21 . doi: 10.1177/135676670301000102
   Google Scholar
• Morgan , S. E. , Palmgreen , P. , Stephenson , M. T. , Hoyle , R. H. and Lorch , E. P. 2003 . Associations between message features and subjective evaluations of the sensation value of antidrug Public Service Announcements . Journal of Communication , 53 : 512 – 526 . doi: 10.1111/j.1460-2466.2003.tb02605.x
   Web of Science ®Google Scholar
• Niederdeppe , J. D. , Davis , K. C. , Farrelly , M. C. and Yarsevich , J. 2007 . Stylistic features, need for sensation, and confirmed recall of National Smoking Prevention Advertisements . Journal of Communication , 57 : 272 – 292 . doi: 10.1111/j.1460-2466.2007.00343.x
   Web of Science ®Google Scholar
• Oliver , M. B. , Kalyanaraman , S. , Mahood , C. and Ramasubramanian , S. 2007 . Sexual and violent imagery in movie previews: Effects on viewers' perceptions and anticipated enjoyment . Journal of Broadcasting & Electronic Media , 51 : 596 – 614 . doi: 10.1080/08838150701626446
   Web of Science ®Google Scholar
• Palmgreen , P. , Donohew , L. , Lorch , E. P. , Rogus , M. , Helm , D. and Grant , N. 1991 . Sensation seeking, message sensation value, and drug use as mediators of PSA effectiveness . Health Communication , 3 : 217 – 227 . doi: 10.1207/s15327027hc0304_4
   Google Scholar
• Palmgreen , P. , Stephenson , M. T. , Everett , M. W. , Baseheart , J. R. and Francies , R. 2002 . Perceived Message Sensation Value (PMSV) and the dimensions and validation of a PMSV Scale . Health Communication , 14 : 403 – 428 . doi: 10.1207/S15327027HC1404_1
   PubMed Web of Science ®Google Scholar
• Sadarangani , P. H. and Gaur , S. S. 2003 . An empirical study on emotional intensity and the influence of product involvement in the context of the integrative framework . Journal of Global Scholars of Marketing Science , 12 : 99 – 119 . doi: 10.1080/12297119.2003.9707206
   Google Scholar
• Stephenson , M. T. and Palmgreen , P. 2001 . Sensation seeking, message sensation value, personal involvement, and processing of antidrug ads . Communication Monographs , 68 : 49 – 71 . doi: 10.1080/03637750128051
   Web of Science ®Google Scholar
• Unnava , H. R. , Burnkrant , R. E. and Erevelles , S. 1994 . Effects of presentation order and communication modality on recall and attitude . Journal of Consumer Research , 21 : 481 – 490 . doi: 0093-5301/95/2103-000
   Web of Science ®Google Scholar
• Walker , J. R. 2000 . “ Sex and violence in program promotion ” . In Research in media promotion , Edited by: Eastman , S. T. 101 – 126 . Mahwah, NJ : Lawrence Erlbaum Associates .
   Google Scholar
• Watson , D. , Weise , D. , Vaidya , J. and Tellegen , A. 1999 . The two general activation systems of affect: Structural findings, evolutionary considerations, and psychobiological evidence . Journal of Personality & Social Psychology , 76 : 820 – 838 . doi: 10.1037/0022-3514.76.5.820
   Web of Science ®Google Scholar
• Zaichkowsky , J. L. 1994 . The Personal Involvement Inventory: Reduction, revision, and application to advertising . Journal of Advertising , 23 ( 4 ) : 59 – 70 .
   Web of Science ®Google Scholar
• Zuckerman , M. 2007 . Sensation seeking and risky behavior , Washington, DC : American Psychological Association . doi: 10.1037/11555-003
   Google Scholar