An experimental examination of mood effects on retrieval and evaluation of advertisement and brand information
Article Abstract:
To ascertain the effect of mood on information retrieval and evaluation of advertisements and brands, subjects were induced into one of three moods (positive, neutral, or negative) via a modified Velten procedure 72 hours after they were exposed to five fictitious advertisements. While delayed positive and negative mood states had positive effects on memory-based recall of information, with subjects in the positive mood condition recalling significantly more information than those in the negative one, they had no significant effect on ad or brand evaluation. Recall data are consistent with previous reports in the literature and evaluation data can be explained according to the information processing goals of subjects as described by Keller (1991) or Strull (1990). Thus, it appears that inducing people into positive moods as much as 72 hours after they have seen an ad for a product can have a significant impact on their memory for ad copy. (Reprinted by permission of the publisher.)
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1993
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An application of the elaboration likelihood model
Article Abstract:
Little empirical evidence exists concerning the effect of price savings on the motivation to process a message. However, some literature suggests that price savings might increase the motivation to process the message. The Elaboration Likelihood Model suggests that identifying the impact of variables on the motivation to process is necessary, but not sufficient for predicting the effects of arguments presented in a message. Managers and researchers must identify both motivation and ability to process the message to predict the effects of a message on attitudes. This paper reports the results of an experiment which generally where consistent with the predictions of the Elaboration Likelihood Model. (Reprinted by permission of the publisher.)
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1990
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