The Interaction Effects of Mood and Ad Appeals on Type of Elaboration and Advertising Effectiveness

Jing (Taylor) Wen*, Sela Sar, George Anghelcev

*Corresponding author for this work

Research output: Contribution to journalArticle

2 Scopus citations

Abstract

An experiment was conducted to examine how mood (positive vs. negative) and ad appeals (experiential vs. utilitarian) influence ad and product evaluation and purchase intention. Specifically, mood and ad appeals both influenced type of elaboration (relational vs. item-specific processing). As a result, people in a positive mood evaluated ad and product more positively when exposed to a utilitarian ad, whereas people in a negative mood evaluated ad and product more positively when exposed to an experiential ad. Also, people in a negative mood showed stronger purchase intention when exposed to an experiential ad. Theoretical and practical implications are also discussed.

Original languageEnglish (US)
Pages (from-to)31-43
Number of pages13
JournalJournal of Current Issues and Research in Advertising
Volume38
Issue number1
DOIs
StatePublished - Jan 2 2017

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ASJC Scopus subject areas

  • Marketing

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