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Listed below are selected abstracts taken from studies I have done that have centered on the RCD or TV remote
control device.
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- Frisby, C. M. (Under review). "A meta-analysis on How the TV
Remote Control Affects Mean and Women Viewers" Journal of Current Issues in Advertising Research.
This meta-analytic review focuses on the effects of and relationship between gender and remote control use. studies have suggested that women and men not only
view television differently, but also may obtain different gratifications from watching TV. This meta-analysis combines data from 15 studies to definitively document differences between male and female viewing
behaviors. The results of the meta-analysis show that gender differences in remote control use and gratifications obtained are consistent across studies and that males change channels significantly more than
females. The meta-analytic review also revealed that males and females differ with respect to motivations to use a remote control. Men, the data suggests, tend to dominate use of the remote control, view
multiple programs at one time, and report using the remote control during commercial breaks. The implications of these results are discussed, as are the future directions of television viewing research.
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- Frisby, C. M. (1994, August). Abstract of Thesis Presented to the Graduate School of the University
of Florida in Partial Fulfillment of theRequirements for the Degree of Master of Arts. "ZIPPING TELEVISION COMMERCIALS:THE EFFECTS OF PERSONALITY AND AD CONTENT ONTELEVISION COMMERCIAL
VIEWING TIME".
Chariman: Michael F. Weigold
Major Department: Mass Communication
Two independent studies were conducted to determine if sensation seeking, a personality trait, influences commercial
preferences and viewing time. In Study 1, the focus was on defining individuals who are most likely to zip commercials, the kinds of commercials people prefer, and assessing reactions toward various
commercials and commercial content. One hundred and four undergraduate students attending a large southeastern university participated in this study. A total of 35 commercials was tested for
visual complexity, arousal, and liking. Each participant also completed Zuckerman's sensation seeking scale. It was predicted that individuals scoring high on sensation seeking would prefer a specific
type of commercial: ads that are visually complex, arresting, and arousing. The data obtained in Study 1, however, suggested that sensation seeking was not generally predictive of liking for most
television commercials. In addition, significant differences were not found in commercial preference for highly arousing commercials between high and low sensation seekers.
Study 2 was an experiment on actual zipping behaviors. Seventy-eighty undergraduate students watched a videotape containing a
segment of "60 Minutes" and 10 previously tested commercials. This study predicted that individuals with a high need for arousal will zip commercials that are low in visual complexity and arousal.
However, low and high sensation seekers were not found to differ on commercial viewing time or zipping behaviors of television commercials. Although high and low sensation seekers did not differ on
zipping behaviors, the data revealed that both groups watched the exciting ads longer than the unexciting commercials. In addition, this study did not find significant correlations or differences between
sensation seeking and remote control use. Both groups, low and high sensation seekers, fast-forwarded through commercials on videotape equivalently. The results of studies 1 and 2 are
discussed in the context of developing further theories about individual differences and remote control use.
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