The Effects of Program-induced Mood States on Memory for Commercial Information

Autor:	H. Rao Unnava, Robert E. Burnkrant, Kenneth R. Lord
Rok vydání:	2001
Předmět:	Marketing Mood Recall mental disorders Advertising Generalizability theory Psychology behavioral disciplines and activities Social psychology Test (assessment)
Zdroj:	Journal of Current Issues & Research in Advertising. 23:1-15
ISSN:	2164-7313 1064-1734
DOI:	10.1080/10641734.2001.10505110
Popis:	Videotapes were employed to manipulate audience mood. Happy/uplifting and sad/depressing commercial messages were embedded in these videotapes. A significant interaction indicated that commercial messages generate greater recall when they are shown in programs that induce moods that are congruent with the mood of the commercial message than when they are incongruent. Planned contrasts revealed that the effect was in the expected direction for both commercials but significant only for the happy ad. In a test of the generalizability of the mood-congruity recall effect, supportive results are demonstrated for other programs and ads in two additional data sets.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::8b5cbe0d6eca7e05a38cb69e2d278c23 https://doi.org/10.1080/10641734.2001.10505110 Zobrazit plný text záznamu Plný text ve formátu PDF