Article1990

The Role of Mood in Advertising Effectiveness

528 citations0/0 files storedJournal of Consumer Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

This study demonstrates the facilitating effect of positive mood on brand attitudes for readers of print advertising and explores contingencies and cognitive processes underlying that effect. Mood appears to affect the amount of total cognitive elaboration, bias the evaluation of argument quality, and peripherally affect brand attitudes. An experiment using print ads reveals that positive moods create less elaboration, which results in more heuristic processing and reduces the extent to which message evaluation—itself favorably influenced by positive moods—mediates brand attitudes. The effect is greater when the reader has a low need for cognition and when the ad contains weak message arguments.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 528 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1987The Power of Feelings in Understanding Advertising Effects 1986Affective Responses Mediating Acceptance of Advertising

Cited by

1996Dispositional differences in cognitive motivation: The life and times of individuals varying in need for cognition.1999Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making 2001Judgment under emotional certainty and uncertainty: The effects of specific emotions on information processing.1999Proposed Model of the Relationship of Risk Information Seeking and Processing to the Development of Preventive Behaviors 1992Need for Cognition and Advertising: Understanding the Role of Personality Variables in Consumer Behavior 2007Emotion and Rationality: A Critical Review and Interpretation of Empirical Evidence 1992Personality and persuasion: Need for cognition moderates the persistence and resistance of attitude changes.1993Positive mood and persuasion: Different roles for affect under high- and low-elaboration conditions.

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.