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
Evaluating structural equation models with unobservable variables and measurement error
Fornell, C., & Larcker, D. F. (1981) · Journal of Marketing Research · doi:10.1177/002224378101800104 · Cited by 109,190
Cited by
The Role of Emotions in Marketing
Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999) · Journal of the Academy of Marketing Science · doi:10.1177/0092070399272005 · Cited by 3,349
The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands
Thomson, M., MacInnis, D. J., & Whan Park, C. (2005) · Journal of Consumer Psychology · doi:10.1207/s15327663jcp1501_10 · Cited by 2,713
Cacioppo, J. T., Petty, R. E., Feinstein, J. A., & Jarvis, W. B. G. (1996) · Psychological Bulletin · doi:10.1037/0033-2909.119.2.197 · Cited by 2,517
Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making
Shiv, B., & Fedorikhin, A. (1999) · Journal of Consumer Research · doi:10.1086/209563 · Cited by 2,044
Griffin, R. J., Dunwoody, S., & Neuwirth, K. (1999) · Environmental Research · doi:10.1006/enrs.1998.3940 · Cited by 1,187
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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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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