The role of mood in advertising effectiveness

Article 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. (Reprinted by permission of the publisher.)

Analysis, Beliefs, opinions and attitudes, Consumers, Attitudes

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Warmth in advertising: measurement, impact, and sequence effects

Article Abstract:

A set of three studies examines the impact of emotional and psychological warmth evoked by television commercials. Using a measuring device known as the 'warmth meter', the first study correlated psychological feelings of warmth with physiological arousal, as measured by skin response. The second study correlated warmth with recall, memory and other advertising effectiveness measurements. The third study was an expanded version of the second. The study raises many questions for future research in this area.

Psychological aspects, Television advertising, Surveys, Portrayals, Marketing research, Market research

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Are all the effects of ad-induced feelings mediated by A subscript Ad?

Article Abstract:

Conditions under which attitudes toward the ad may not completely mediate the effect of feeling responses on persuasive communications are examined. The results suggest that for at least some types of ad executions, particularly those at relatively low exposure levels, ad attitudes did not mediate all of the effect of feeling response. (Reprinted by permission of the publisher.)

Affect (Psychology)

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