The influence of mood and information processing strategies on recall, persuasion, and intention to get a flu vaccine

Sela Sar, Lulu Rodriguez

Research output: Contribution to journalArticlepeer-review

Abstract

This study investigates the interactions between mood (positive/negative) and information processing style (item-specific/relational/narrative processing) on responses to three types of advertising messages (ungrouped list/grouped list/narrative ads). A mood congruency effect was postulated and found to influence recall, persuasion and behavioral intention. Results supported the hypothesis that message effectiveness was moderated by mood in the direction of congruency. That is, participants in a positive mood recalled more information, were more persuaded, and were more likely to adopt the recommended behavior after exposure to advertisements with a grouped list format. Evidence regarding similarity of factors influencing relational and narrative processing is presented.

Original languageEnglish (US)
Pages (from-to)17-34
Number of pages18
JournalHealth Marketing Quarterly
Volume36
Issue number1
DOIs
StatePublished - Jan 2 2019

Keywords

  • Item-specific vs. relational or narrative information processing
  • grouped list
  • mood
  • narrative
  • persuasiveness of ad messages
  • ungrouped list message type

ASJC Scopus subject areas

  • Health Professions(all)
  • Marketing

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