Abstract
This study examines the joint effects of mood and ad context on ad memory and evaluations. It is argued that mood (negative vs. positive) and ad context (competitive vs. non-competitive) both influence the type of processing (item-specific vs. relational processing) adopted by message recipients. As a result, mood and ad context are expected to interact to influence recall of advertising claims and as well as evaluations of advertising. Results of a controlled experiment provided support for the hypotheses. Theoretical and practical implications of the findings are discussed.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 1-9 |
| Number of pages | 9 |
| Journal | Journal of Current Issues and Research in Advertising |
| Volume | 32 |
| Issue number | 2 |
| DOIs | |
| State | Published - 2010 |
| Externally published | Yes |
Keywords
- Affect-as-information
- Information processing
- Item-specific processing
- Memory
- Mood
- Relational processing
ASJC Scopus subject areas
- Marketing