Effects of Affect: How Mood and Arousal Influence Consumer Evaluation of Search Engine Result Page (SERP) Ad Snippets

Taylor Jing Wen, Jackson Carter, Sela Sar, George Anghelcev, Chang Dae Ham

Research output: Contribution to journalArticlepeer-review

Abstract

An experiment was conducted with the goal of determining how mood and arousal influence the way consumers process ad information in a search engine result page (SERP) environment. By focusing on the relationships among mood, arousal, and search ad snippet length, the study shows that mood and arousal states influence information processing (heuristic vs. systematic) on search pages both independently and jointly. Using the heuristic-systematic model, the present research explains how information processing modes triggered by mood and amplified by arousal shape the processing and evaluations of search ads with different snippet lengths. Both theoretical and practical implications are discussed.

Original languageEnglish (US)
Pages (from-to)145-158
Number of pages14
JournalJournal of Interactive Advertising
Volume21
Issue number3
DOIs
StatePublished - 2021

Keywords

  • Clickstreams or navigation
  • context effects
  • keyword advertising
  • online advertising

ASJC Scopus subject areas

  • Communication
  • Marketing

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