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

Jing (Taylor) Wen; Sela Sar; George Anghelcev

doi:10.1080/10641734.2016.1233153

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

NUQ Journalism Program

Research output: Contribution to journal › Article › peer-review

9 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 language	English (US)
Pages (from-to)	31-43
Number of pages	13
Journal	Journal of Current Issues and Research in Advertising
Volume	38
Issue number	1
DOIs	https://doi.org/10.1080/10641734.2016.1233153
State	Published - Jan 2 2017

ASJC Scopus subject areas

Marketing

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10.1080/10641734.2016.1233153

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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.",

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

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