The Interaction Effects of Mood and Ad Appeals on Type of Elaboration and Advertising Effectiveness

Jing Wen · Sela Sar · George Anghelcev

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

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

An experiment was conducted to examine how mood (positive vs. negative) and ad appeals (experiential vs. utilitarian) influence ad and product evaluation and purchase intention. Specifically, mood and ad appeals both influenced type of elaboration (relational vs. item-specific processing). As a result, people in a positive mood evaluated ad and product more positively when exposed to a utilitarian ad, whereas people in a negative mood evaluated ad and product more positively when exposed to an experiential ad. Also, people in a negative mood showed stronger purchase intention when exposed to an experiential ad. Theoretical and practical implications are also discussed.

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References

1986The Elaboration Likelihood Model of Persuasion 1983Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states.1997Social psychology: handbook of basic principles 1995Mood and judgment: The affect infusion model (AIM).1989Feelings as information: informational and motivational functions of affective states 2008Handbook of consumer psychology 2001The Handbook of affect and social cognition 2000Emotion, cognition, and decision making

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