The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
The Role of Mood in Advertising Effectiveness
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.
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Citations
Cites
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“…negative mood promotes a more systematic, deliberate and effortful in ormation-processing style than positive or neutral mood (Ambady & Gray, 2002; Batra & Stayman, 1990; Tiedens & Linton, 2001), andinduces comparatively higher performance standards than positive or neutral moods (Scott &…”
A Mood‐as‐Input Account of Perseverative Worrying
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Metadata
- Authors
- Batra, R., & Stayman, D. M.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1990-09
- Volume
- 17
- Issue
- 2
- Pages
- 203
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2024050010
- Cited by
- 527
- References
- 1
- FWCI
- 22.53
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
