An investigation of the effects of mood, type and level of involvement characterizing consumer products and message framing on advertising effectiveness

Two experiments were conducted to test the effects of editorial-induced mood and two ad content factors (product involvement and message framing) on attitudinal judgments toward advertisements and products. The purpose of experiment one was to examine whether the type (cognitive or affective) and level (high or low) of involvement that characterize consumer products moderate the effects of mood (positive or negative) on the processing and evaluation of advertisements and products. Experiment one was conducted on a sample of 137 students. The findings suggest that consumer products did induce varying levels of motivation for systematic processing that moderated the effects of mood on attitudes and intentions. Implications of the results for mood research and advertising are discussed, along with practical implications for the design and implementation of advertising strategies.

Name thesis:degree_name

Ph.D.

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Business Administration

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2011

Author dc:creator

• Al-Jarboa, Fahad Abrahim

Contributors dc:contributor

• Gardner, David M.

• Business Administration, Marketing
• Psychology, Personality
• Psychology, Psychometrics

Statement dc:rights

• Copyright 1996 Al-Jarboa, Fahad Abrahim

Language dc:language

eng

Identifier

9780591087635
AAI9702437
(UMI)AAI9702437

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/21539