The effects of mood state on the information processing of advertisement

Abstract

We examined the effects of mood on the information processing and on the multiple functions of advertisement. The first experiment hypothesized that positive mood promoted an automatic processing of information and negative mood promoted a controlled processing of information. Moods were induced by asking about happy (positive mood) or unhappy (negative mood) event. Next, participants were presented with the statement advertisement or image advertisement. The results showed that participants in negative mood elaborated the statement advertisement and changed attitude more than participants in positive mood, whereas positive and negative participants presented with image advertisement indicated little attitude change. The second experiment hypothesized that the persuasive effects of image advertisement were depended on the interaction between mood and image relevance to merchandise. Positive or negative mood participants were presented with relevant image advertisement or irrelevant image advertisement. The results showed participants in positive mood indicated more attitude change in irrelevant image advertisement than participants in negative mood, whereas positive and negative mood participants presented with relevant image advertisement indicated little attitude change. Therefore, our results suggest that mood state does not only affect the information processing but also the persuasive effects of information.

Effects of Modulated Emotion and Facial Masking Encounter on Personal Distance

“…The total score on this questionnaire was 35 points, with smaller numbers reflecting a more positive emotional state and larger numbers reflecting a more negative emotional state. Cronbach's alpha as reported in Ohtomo et al (2010) was 0.91.…”

“…We then conducted a second assessment of the participant's current emotional state with the same questionnaire as before (Ohtomo et al, 2010). We then had all participants undergo the same stop-distance method for third and fourth measurements of personal space, consisting of the two face conditions (i.e., masked and unmasked), again with face conditions counterbalanced in their order across participants.…”

“…A questionnaire for measuring the current emotional state (Ohtomo et al, 2010) was employed in the present study. This questionnaire consisted of five participant ratings on a 7-point scale along dimensions of: (a) "Fun -Not fun", (b) "In a good mood -In a bad mood", (c) "Happy -Sad", (d) "Feeling good -Feeling bad", and (e) "Pleasant -Unpleasant."…”