This study examined the influence of prolonged exposure to soap opera on character dispositions and real-world moral judgments. Eight groups viewed from 0–7 weeks of soap opera prior to a final week after which participants completed measures of disposition towards show characters as well as perceptions of morality in real-world situations. Results demonstrated the effect of prolonged exposure on both the polarization of dispositions toward characters and a trend in moral judgments toward social convention. These findings highlight the role of disposition within social cognitive theory, and the importance of dispositional considerations in understanding learned morality.
Tamborini, R., Weber, R., Eden, A., Bowman, N., & Grizzard, M. (2010). Repeated exposure to daytime soap opera and shifts in moral judgment toward social convention. Default journal, 621–640. https://doi.org/10.1080/08838151.2010.519806