Department of Psychological Sciences, Purdue University, 47907, West Lafayette, Indiana.
Mem Cognit. 1973 Dec;1(4):435-8. doi: 10.3758/BF03208904.
Male (N = 90) and female(N = 90) Ss were shown either 12 humorous or 12 serious TV commercials and were asked to rate each commercial on six 7-point personal feelings scales as well as on a 6-point evaluative (like-dislike) scale. The Ss were then shown the purported evaluative responses of a same-sex stranger which were .17, .50, or .83 similar to their own. Analysis of the personal feelings scales indicated expected differences (p < .001) in affect associated with the two sets of commercials. Females who viewed the serious commercials evidenced greater attraction toward the stranger than did females who saw the humorous commercials (p < .05). The similarity attraction function for males in the humorous condition had a greater slope and a lower y intercept than the similarity attraction function for males in the serious condition. A factor analysis of female affective responses to five socially relevant commercials in the serious set suggested the operation of two affective dimensions, one of which appeared to reflect feelings of social concern.
男性（N=90）和女性（N=90）被试者观看了 12 个幽默或 12 个严肃的电视广告，并被要求使用六个 7 点个人感受量表以及六个 6 点评价（喜欢-不喜欢）量表对每个广告进行评分。然后，被试者看到了一个同性陌生人的所谓评价反应，与他们自己的评价反应相似程度为.17、.50 或.83。对个人感受量表的分析表明，两种类型的广告所产生的情感差异显著（p<.001）。观看严肃广告的女性比观看幽默广告的女性对陌生人表现出更大的吸引力（p<.05）。在幽默情境下，男性的相似吸引力函数斜率较大，y 截距较小，而在严肃情境下，男性的相似吸引力函数斜率较小，y 截距较大。对严肃组中五个与社会相关的商业广告的女性情感反应进行的因素分析表明，存在两个情感维度，其中一个似乎反映了社会关注的情感。
