Excitation+Transfer+Theory

Eric Anderson ** Excitation Transfer Theory ** **Overview** Excitation transfer theory is at the root of many impulse actions an individual makes. According to Dolf Zillman of the International Encyclopedia of Communication, the major pioneer on the subject, excitation transfer theory “predicts an enhancement of emotional reactions to immediately present emotion-arousing situations by portions of excitation that are left over from preceding related or unrelated emotion-arousing situations” (1). In short, it is the excitation left from one stimulus creating a compounded response to another. **Common Examples** **Roller Coasters:** A roller coaster is the most often used example of excitation transfer theory. Riding a roller coaster greatly increases adrenaline, leaving much unattended residual excitation at the end of a ride. In a study performed by Cindy M. Meston and Penny F. Frohlich, pre-ride and post-ride data were collected to see the effects of the roller coaster on both a photographed individual’s attractiveness and dating desirability as well as the attractiveness of a riding partner. Participants were divided into four groups: romantically involved males, non-romantically involved males, romantically involved females, and non-romantically i nvolved females. In all cases except for romantically involved females, the attractiveness ratings of the photographed individual were higher after the ride than before it. The same was true for the dating desirability of the photographed individual. However, the case was quite different for the attractiveness ratings of the riding partner. In all groups, the attractiveness rating of the seatmate declined after the ride took place, down about .3 points on a 7 point attractiveness scale (Frohlich 542). It is clear that in the first two cases, the leftover excitation from the roller coaster was transferred to the individual in the photograph. The arousal process is simple. Excitation is not necessarily inborn, as it can be trained. Arousal is nonspecific, which results in a hormonal release stimulating increasing activity in the sympathetic nervous system. Excitation then prepares the body for whatever activity may be necessary (Shafer 8). It takes a significant amount of time for the excitement to dissipate, so presented stimuli will be affected far more significantly closer to the arousal created by the first stimulus. After a period of time, the first stimulus’ effects will have no effect on the individual’s response. **Sports** Excitation transfer theory is incredibly applicable to the mind of a highly engaged sports fan. Everyone knows that person that rides an emotional roller coaster as their team advances through the season. It may seem crazy, but a team’s performance can strongly affect a highly engaged sports fan’s view of their sex appeal. The engagement levels of these individuals can sometimes be so high that in the heat of the moment, they completely lose control. Highly engaged fans tend to have higher self esteem than non-associated, largely attributed to the sense of community they feel with other loyalists. These effects extend beyond self esteem, too. A study in Georgia showed that male testosterone levels rose up to 20% after a win and sunk up to 27% after a loss. This explains why fans tend to identify with a team after a win (i.e., “we won.”) and distance themselves after a loss (i.e., “they lost.”). These results were shown further in the 1994 World Cup match in which Brazil defeated Italy. According to saliva tests, the Brazilians’ testosterone rose an average of 28% in contrast to the 27% drop shown by the Italians (McKinley 3). What effect does this have on sexual arousal? It directly affects an individuals’ self confidence regarding a sexual interest. A study of Indiana University basketball fans showed the drastic results wins and losses can have on self confidence. Dr. Hirt showed highly engaged fans pictures of very attractive individuals after games, asking them how likely they could get the person to go on a date with them. The results after a win or loss were drastically different. After a win, fans were much more optimistic about their sex appeal. They also felt they could perform better on basic tests and even simple bar games like darts. After a loss, however, this confidence disappeared and they felt they had little chance of completing any such tasks (McKinley 4). When you consider the fact that a person’s family, career, and well-being really have no connection to the success of a sporting franchise, is quite amazing to see the effect they can have an human psychology. **Implications for Sexual Media** Excitation transfer theory also relates very well to views of sex in popular media. Anxious mothers complain about the large amount of sex, drugs, and alcohol present in popular music, TV shows, movies, etc., feeling that it is setting a bad example for their children. Do they have a valid point? A survey showed that teenagers who had strong, positive feelings for Music Television were also more sexually experienced. The fact that sex is present in the music videos alone does not increase sexuality, however. As excitation transfer theory would support, the level of arousal caused by a sexual or violent image in a music video depends on the level of arousal provoked by that sexual or violent image alone. A 1987 study combined rock music videos with R-rated sexual and violent content, both independently and together. Interestingly enough, they found that the appeal of the music videos rose for the sexual images, but not for the violence. When the two were combined into one music video, they actually //decreased// the music’s appeal. This study was later replicated, but with a slight change. Not only were sex and violence included in the videos, but varying levels of each were introduced as well. Not surprisingly, the videos were more well-liked when the amount of sexual content was higher. Similarly to the results of the previous study, the violent content did not increase appeal, and when combined with sexuality decreased the appeal (Gunter 99). This has a great effect on not only what media display, but also on the advertising during those media. “Sex sells” is more than just a phrase. Advertisers are aware of the effect sexual images can have on a potential consumer, and they take advantage of that. With this occurring, we are exposed to more and more sexuality at an increasing rate, contributing to the growing sexual liberalism in the world.

Sources Cited

Excitation Transfer Theory. (n.d.). //International Encyclopedia of Communication Website//. Retrieved April 3, 2011, from [|www.communicationencyclopedia.com/public/] tocnode?id=g9781405131995_yr2011_chunk_g978140513199510_ss49-1

Gunter, B. (2002). //Media Sex: What Are the Issues?//. Mahwah, N.J. : Erlbaum.

McKinley, J. (2000, August 11). SPORTS PSYCHOLOGY; It Isn't Just a Game: Clues to Avid Rooting. //The New York Times//, pp. 3-4. Retrieved April 8, 2011, from http://www.nytimes.com/2000/08/11/sports/sports-psychology-it-isn-t-just-a-game-clues-to-avid-rooting.html?src=pm

Meston, C., & Frolich, P. (2003). Love at First Fright: Partner Salience Moderates Roller-Coaster Induced Excitation Transfer.. //Archives of Sexual Behavior//, //32//(6), 537-544.

Shafer, D. (2009). The Role of Moral Disengagement in the Judgment of Characters and the Enjoyment of Violent Film..//Florida State University Department of Communication//,//1//, 8. Retrieved April 2, 2011, from http://etd.lib.fsu.edu/theses/available/etd-06162009-153433/unrestricted/Shafer_D_D