Alwitt, Linda F. "Suspense and Advertising Responses." Journal of Consumer Psychology. Vol. 12, no. 1. 2002. pp. 35-49.

         In her article on suspense and consumer psychology, Linda Alwitt explores what suspense is, how it is created, and its effects on audiences. She argues that the presence of suspense in an advertisement, in this case a television commercial, evokes at once both positive and negative emotional responses in the viewer, with the ultimate result being a more positive attitude towards suspenseful ads than non-suspenseful ads. She also argues that while viewers have a respond better to suspenseful ads, there are trade-offs in regards to effectiveness.

        Suspense is a fundamental element of Alfred Hitchcock's Notorious, as it is for most of his films, and is one of the keys to understanding the movie's success. For both filmmakers and advertisers, suspense is used to maintain the audience's interest, so for both groups the creation of suspense is similar, though filmmakers must hold the audience's attention for much longer than advertisers. As outlined by Alwitt, the critical elements that set the stage for suspense in both mediums are characters, a plot, conflict, perceived time (the passing of which must be somehow related to the conflict), multiple possible outcomes to the situation, and often the omniscient knowledge of the audience. All of these elements are present in Notorious. Since he is working within the movie format, which is much more extended than that of the commercial, Hitchcock is able to more fully utilize the camera, editing, music, and his characters to heighten the suspense.

        One of the films' clearest examples of mounting tension is just before the climax in the wine cellar, as the camera cuts back and forth between large party scenes and close-ups of the dwindling numbers of champagne bottles. The result is the audience's increased emotional involvement in the film and it's main characters, Alicia and Devlin. When the conflict is resolved, viewers walk away with a more gratifying emotional experience, having experienced both excitement and fear with the films characters and having lived to tell the tale.