Context is Key: The Effect of Program-Induced Mood on Thoughts about the Ad

Aylesworth, Andrew B.; MacKenzie, Scott B.

doi:10.1080/00913367.1998.10673550

Cited by 128 publications

(81 citation statements)

References 43 publications

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“…Aylesworth and MacKenzie's (1998) findings suggest that happy programs encourage higher levels of systematic processing than do sad programs. Even though these studies focus on context-induced affect, the same reasoning may be applied to understand the effects of ad-evoked affect on ad elaboration.…”

Section: Frame-evoked Affect and Message Elaborationmentioning

confidence: 61%

Ad framing effects for consumption products: An affect priming process

Chang¹

2007

Psychology and Marketing

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This research examines why positively framed messages work more effectively than negatively framed messages in product advertising by establishing an affect priming process model. Findings from Experiment 1 showed that positively framed ad messages evoked higher levels of positive affect and lower levels of negative affect than did negatively framed ad messages. Accordingly, positively framed ad messages generated more favorable ratings on ad believability, ad liking, and brand attitudes. Most importantly, this research demonstrated the process by which frame-evoked affect exerted influence on brand attitudes via its impacts on priming affect-congruent cognitive responses. Experiment 1 also found that positively framed ads encouraged participants to be attentive to and elaborate on messages more so than negatively framed ads. Findings from Experiment 2 further showed that ad framing effects were moderated by the type of product attributes being featured.

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Section: Frame-evoked Affect and Message Elaborationmentioning

confidence: 61%

Ad framing effects for consumption products: An affect priming process

Chang¹

2007

Psychology and Marketing

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“…The first one explains that arousal interacts with valence. Arousal moderates the effect of valence, with higher levels of arousal heightening mood valence effects [66]. The second perspective maintains that arousal acts independently of valence.…”

Section: Emotional Contexts Have Effects On Implicit Attitudesmentioning

confidence: 99%

“…Effects of positive valence have been identified as well under natural advertising circumstances, i.e. in media press [64]and television [65], as under TV experimental conditions [66]. In the particular case where a program causes temporary negative feelings (e.g.…”

Section: Emotional Contexts Have Effects On Implicit Attitudesmentioning

confidence: 99%

Non-conscious Effects of Marketing Communication and Implicit Attitude Change: State of Research and New Perspectives

Courbet¹,

Fourquet-Courbet²

2014

Int J Journalism Mass Comm

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The article shows that many psychological effects of the marketing communication, sometimes called "non-conscious effects", really produce implicit attitude changes. We show that the theoretical and methodological framework of implicit attitude is well adapted to study these effects and to open new perspectives to study the persuasion in a marketing communication context. On the basis of research conducted within advertising contexts, product placement and TV sponsorship, four types of non-conscious influences are examined: a) non-conscious perception of brands, b) low-attention and forgotten exposures, c) attitude conditioning, d) brand insertion into emotional contexts. While discussing the contributions and limitations of major research methodologies, we highlight new perspectives likely to further the progress of research. We open up new perspectives first to increase the ecological and theoretical validity of methodologies; secondly, to improve the validity of effects measure. At a practical level, we posit that the measures of effects currently used by advertising agencies and advertisers underestimate the effects of marketing communication campaigns. A third research perspective endeavors to better understand the links between implicit and explicit attitudes on the one hand, and behavior on the other hand. The article gives some basis to the field called by some people "neuromarketing".

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“…But the advertising context should also be good. These researches point out that the media context affects the advertising transportation in terms of psychological reactions (Aylesworth and MacKenzie, 1998); (Danaher and Mullarkey, 2003). Ads compatibility with media also matters a lot.…”

Section: Media Transportation and Advertising Transportationmentioning

confidence: 99%

Untitled

2016

International Journal of Business, Economics and Management

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Context is Key: The Effect of Program-Induced Mood on Thoughts about the Ad

Cited by 128 publications

References 43 publications

Ad framing effects for consumption products: An affect priming process

Ad framing effects for consumption products: An affect priming process

Non-conscious Effects of Marketing Communication and Implicit Attitude Change: State of Research and New Perspectives

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