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Horton and Wohl Revisited: Exploring Viewers' Experience of Parasocial Interaction

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Linking back to , the present approach conceptualizes and empirically examines viewers' parasocial interaction experience with a TV performer. Causes and outcomes of parasocial interaction experience are examined. To this end, a new Experience of Parasocial Interaction (EPSI) scale is introduced. In a 2 (Bodily Addressing) × 2 (Verbal Addressing) between‐subjects experiment (N = 198) viewers reported a more intense parasocial experience if they were addressed by a TV performer on a bodily and verbal level. In addition, the more viewers perceived the performer to be attractive and the stronger their perspective‐taking ability, the more intense their parasocial experience. Stronger parasocial experience resulted in higher commitment to social norms and a greater enjoyment of the exposure situation.
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Language: English

Document Type: Research Article

Affiliations: Department of Communication Science, VU Amsterdam, De Boelelaan 1081, 1081 HV Amsterdam, The Netherlands

Publication date: December 1, 2011

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