Phuong, N.D.V. and Thuy, V.T.N. 2020. The impact of cognitive and affective factors on the viewer’s preference for television programs. Science & Technology Development Journal: Economics- Law & Management. 3, 4 (Feb. 2020), 462-479. DOI:https://doi.org/https://doi.org/10.32508/stdjelm.v3i4.588.