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Excitation-transfer theory purports that residual excitation from one stimulus will amplify the excitatory response to another stimulus, though the hedonic valences of the stimuli may differ〔Bryant, J., & Miron, D. (2003). Excitation-transfer theory. In J. Bryant, D. Roskos-Ewoldsen, & J. Cantor (Eds.), Communication and emotion: Essays in honor of Dolf Zillmann (pp. 31-59). Mahwah, NJ: Erlbaum.〕 (Bryant & Miron, 2003). The excitation-transfer process is not limited to a single emotion 〔Zillmann, D. (1983). Transfer of excitation in emotional behavior. In J. T. Cacioppo & R. E. Petty (Eds.), Social psychophysiology: A sourcebook (pp. 215-240). New York: Guilford Press. Zillmann, D. (1996). Sequential dependencies in emotional experience and behavior. In R. D. Kavanaugh, B. Zimmerberg, & S. Fein (Eds.), Emotion: Interdisciplinary perspectives (pp. 243-272). Mahwah, NJ: Lawrence Erlbaum Associates. Zillmann, D. (1998). Connections between sexuality and aggression (Second ed.). Mahwah, NJ: Lawrence Erlbaum Associates.〕(cf. Zillmann, 1983, 1996, 1998). For example, when watching a movie, a viewer may be angered by seeing the hero wronged by the villain, but this initial excitation may intensify the viewer's pleasure in witnessing the villain's punishment later. Thus, although the excitation from the original stimulus of seeing the hero wronged was cognitively accessed as anger, the excitation after the second stimulus of seeing the villain punished is cognitively assessed as pleasure, though part of the excitation from the second stimulus is residual from the first. However, the excitation-transfer process requires the presence of three conditions. One: the second stimulus occurs before the complete decay of residual excitation from the first stimulus 〔Tannenbaum, P. H., & Zillmann, D. (1975). Emotional arousal in the facilitation of aggression through communication. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 8, pp 149-192). New York: Academic.〕(e.g., Tannenbaum & Zillmann, 1975). Two: there is the misattribution of excitation, that is, after exposure to the second stimulus, the individual experiencing the excitation attributes full excitation to the second stimulus 〔Cantor, J. R., Bryant, J., & Zillmann, D. (1974). Enhancement of humor appreciation by transferred excitation. Journal of Personality and Social Psychology, 15, 470-480. Cantor, J. R., Bryant, J., & Zillmann, D. (1975). Enhancement of experienced sexual arousal in response to erotic stimuli through misattribution of unrelated residual excitation. Journal of Personality and Social Psychology, 32, 69-75.〕(e.g., Cantor, Bryant, & Zillmann, 1974; Cantor, Zillmann, & Bryant, 1975). Three: the individual has not reached an excitatory threshold before exposure to the second stimulus 〔Zillmann, D. (1983). Transfer of excitation in emotional behavior. In J. T. Cacioppo & R. E. Petty (Eds.), Social psychophysiology: A sourcebook (pp. 215-240). New York: Guilford Press.〕(e.g., Zillmann, 1983). ==The Origins of Excitation-Transfer Theory== Dolf Zillmann began developing excitation-transfer theory in the late 1960s/ early 1970s, and through the start of the 21st century, Zillmann continued to refine it〔Bryant, J., & Miron, D. (2003). Excitation-transfer theory. In J. Bryant, D. Roskos-Ewoldsen, & J. Cantor (Eds.), Communication and emotion: Essays in honor of Dolf Zillmann (pp. 31-59). Mahwah, NJ: Erlbaum.〕 (Bryant & Miron, 2003). Excitation-transfer theory is based largely on Clark Hull's notion of residual excitation (i.e., drive theory) and Stanley Schachter's two factor theory of emotion. As Bryant and Miron (2003) stated:
In other words, excitation-transfer theory is based on the assumption that excitation responses are, for the most part, ambiguous and are differentiated only by what emotions the brain assigns to them. As Zillmann (2006) stated, "Residual excitation from essentially any excited emotional reaction is capable of intensifying any other excited emotional reaction. The degree of intensification depends, of course, on the magnitude of residues prevailing at the time" 〔Zillmann, D. (2006). Dramaturgy for emotions from fictional narration. In J. Bryant & P. Vorderer (Eds.), Psychology of entertainment (pp. 215- 238). Mahwah, NJ: Erlbaum.〕(p. 223). Hence, excitation transfer theory helps to explain the fickleness of emotional arousal (i.e., how it is possible for fear to be transferred into relief, anger into delight, etc.), and how the reaction to one stimulus can intensify the reaction to another. Although excitation-transfer theory was based heavily on psychology, psychophysiology, and biochemistry, it has been often applied to effects studies in the field of communication 〔Bryant, J., & Miron, D. (2003). Excitation-transfer theory. In J. Bryant, D. Roskos-Ewoldsen, & J. Cantor (Eds.), Communication and emotion: Essays in honor of Dolf Zillmann (pp. 31-59). Mahwah, NJ: Erlbaum.〕(Bryant & Miron, 2003, p. 31). As Bryant and Miron explained, "Growing concern about the increasingly violent media content in the late 1960s and early 1970s spurred debate over the possible effects of such content on the real-life behavior of media consumers" 〔Bryant, J., & Miron, D. (2003). Excitation-transfer theory. In J. Bryant, D. Roskos-Ewoldsen, & J. Cantor (Eds.), Communication and emotion: Essays in honor of Dolf Zillmann (pp. 31-59). Mahwah, NJ: Erlbaum.〕(p. 32). Eventually, excitation-transfer theory became one of the dominant theoretical underpinnings for predicting, testing, and explaining the effects of such media (e.g., violent movies/ television shows, pornography, music etc.). Zillmann (1971) stated that "Communication-produced excitation may serve to intensify or 'energize' post-exposure emotional states"〔Zillmann, D. (1971). Excitation transfer in communication-mediated aggressive behavior. Journal of Experimental Social Psychology, 7, 419-434. 〕 (p. 431). However, excitation transfer is not limited to face-to-face communication stimuli, but can occur from an array of stimuli, including mediated messages. Tannenbaum and Zillmann (1975) argued:
In short, stimuli, whether they be in real-life, on a television or movie screen, or a combination of the two, can elicit excitation-transfers. Today, excitation-transfer theory remains a key component of the theoretical framework of studies focusing on communication and emotion. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Excitation-transfer theory」の詳細全文を読む スポンサード リンク
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