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Affect-Dependent Theory of Stimulus Arrangements

  • By: John J. Davies
  • In: Encyclopedia of Communication Theory
  • Edited by: Stephen W. Littlejohn & Karen A. Foss
  • Subject:General Media, Communication & Cultural Studies, Communication Theory

Based on the core assumption that individuals are motivated to seek pleasure and avoid pain, the affect-dependent theory of stimulus arrangements of Dolf Zillmann and Jennings Bryant can be applied to many communication contexts. However, in practice, applications of the theory ...

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