@article {Lu354, author = {Xiaoling Lu and Hing-Po Lo}, title = {Television Audience Satisfaction: Antecedents and Consequences}, volume = {47}, number = {3}, pages = {354--363}, year = {2007}, doi = {10.2501/S0021849907070365}, publisher = {Journal of Advertising Research}, abstract = {To help increase the effectiveness of television broadcasting and advertising, this article studies audience viewing behavior by investigating the antecedents and consequences of audience satisfaction of television programs. Besides two constructs ({\textquotedblleft}cognitive expectation{\textquotedblright} and {\textquotedblleft}audience involvement{\textquotedblright}) proposed by previous researchers, this article hypothesizes that {\textquotedblleft}connectedness{\textquotedblright} and {\textquotedblleft}TV programs{\textquoteright} performance at attribute level{\textquotedblright} are two additional antecedents of audience satisfaction. Additionally, people{\textquoteright}s judgment on programs{\textquoteright} attributes display loss aversion according to the well-known prospect theory. Consistent with satisfaction research in marketing, {\textquotedblleft}repeat watching intention{\textquotedblright} and {\textquotedblleft}audience voice{\textquotedblright} are proposed as two consequences of audience satisfaction. Moreover, the viewers{\textquoteright} {\textquotedblleft}likelihood to watch the embedded advertisements in order not to miss the following stories{\textquotedblright} is considered as another consequence of audience satisfaction. Empirical study is conducted to test the proposed theoretical hypotheses and the implications of the research results are discussed.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/47/3/354}, eprint = {https://www.journalofadvertisingresearch.com/content/47/3/354.full.pdf}, journal = {Journal of Advertising Research} }