The impact of moods generated by television programs on responses to advertising

Abstract

The impact of television-program-generated moods on the processing of embedded advertisements was examined within an experimental setting. Results show that program-induced moods affected the amount of message recall and cognitive responses toward the advertisement. In addition, the results show that the affective bias in the cognitive responses toward the advertisement is affected by programinduced moods. The implications of the results and directions for a program of research are discussed.

Ad framing effects for consumption products: An affect priming process

“…Consistent with these hypotheses, in advertising literature, Mathur and Chattopadhyay (1991) show that happy program contexts lead to more enhanced ad message elaboration than do sad program contexts. Aylesworth and MacKenzie's (1998) findings suggest that happy programs encourage higher levels of systematic processing than do sad programs.…”

“…Past research demonstrates that positive moods may reduce an individual's capacity (Mackie & Worth, 1989) or motivation (Schwarz, 1990) to engage in message elaboration. Other research provides contradictory evidence, suggesting that a positive mood generates superior product learning (Lee & Sternthal, 1999) and higher levels of ad elaboration (e.g., Mathur & Chattopadhyay, 1991). This research suggests that the effect of affect on message elaboration is determined by the characteristics of the messages.…”

“…For example, happy program contexts generate more positive cognitive ad responses than sad program contexts (Goldberg & Gorn, 1987;Mathur & Chattopadhyay, 1991). Extending past research, Experiment 1 argues that if positively framed messages evoke positive affect and negatively framed messages evoke negative affect, then more positive cognitive responses in comparison to negative cognitive responses (referred to here as valenced cognitive responses) will be generated in the former condition as opposed to the latter condition.…”

“…In advertising research, affect priming effects on cognitive responses in processing advertisements have only been demonstrated in situations where the affect is triggered by the program context, not by the ad itself (Goldberg & Gorn, 1987;Mathur & Chattopadhyay, 1991). For example, happy program contexts generate more positive cognitive ad responses than sad program contexts (Goldberg & Gorn, 1987;Mathur & Chattopadhyay, 1991).…”

Um ensaio teórico sobre placement televisivo e seus efeitos sobre o consumidor

“…Por exemplo, Krugman (1983) já dizia que programas televisivos que são queridos ou que criam reações positivas nos telespectadores podem ajudar na efetividade dos comerciais, havendo, portanto, uma transferência de afeto do programa televisivo aos comerciais, corroborados também por outros estudos (Batra & Stayman, 1990;Martin, 2003;McInnis & Jaworski, 1989 afeto manifestado ao assistir a um programa televisivo encoraja no consumidor determinadas respostas cognitivas de mesma valência (Mathur & Chattopadhyay, 1991).…”