The Effects of Program-induced Mood States on Memory for Commercial Information

Kenneth R. Lord · Robert E. Burnkrant · H. Rao Unnava

40 citations0/0 files storedJournal of Current Issues & Research in Advertising

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Media Influence and Health Marketing and Advertising Strategies Memory Processes and Influences

Abstract

Videotapes were employed to manipulate audience mood. Happy/uplifting and sad/depressing commercial messages were embedded in these videotapes. A significant interaction indicated that commercial messages generate greater recall when they are shown in programs that induce moods that are congruent with the mood of the commercial message than when they are incongruent. Planned contrasts revealed that the effect was in the expected direction for both commercials but significant only for the happy ad. In a test of the generalizability of the mood-congruity recall effect, supportive results are demonstrated for other programs and ads in two additional data sets.

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2025Advances in Consumer Research 1983Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states.1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 2014Handbook of Social Cognition 1983Advances in Consumer Research 1983Affect, generalization, and the perception of risk.1987Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising 1978Affect, accessibility of material in memory, and behavior: A cognitive loop?

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