ABSTRACT
One aspect of advertising context that is particularly unique is the mood state associated with the context. For some brands, the creation of a particular mood and the association of the brand name with that mood may be the goal of advertising. Understanding how consumers evaluate mood-ameliorating products is important, because such products play an important role in consumers’ lives and often involve large marketing budgets. From an information processing perspective, context-induced mood may affect yielding to the position advocated by a persuasive communication by influencing self-generated responses. Context-induced mood is expected to differentially influence the effectiveness of emotional and informational advertisements. One way to view the interaction of context-induced mood and ad type is with a consistency approach. Manipulation of context-induced mood involved emotional stories that were selected to affect the subjects’ moods by their general tone and conclusions.
