The impact of program induced mood on the effectiveness of television advertisements
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Date
1993
Department
Psychology
Program
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Abstract
The research investigated how moods influence
reactions and evaluations to two different types of
television commercials. Subjects viewed a
television program segment designed to induce
either a positive, neutral or negative mood, then
watched a 30-second television commercial using
either a soft-sell appeal or a hard-sell appeal.
As in previous research, it was found that subjects
in a positive mood rated the commercials as more
effective and were more likely to purchase the
advertised product than subjects in the neutral or
negative mood. In contrast to previous findings,
this study did not confirm that moods affect the
amount of message recall or attitude toward the
advertised product.