A Test of Competing Hypotheses of the Effects of Mood on Persuasion

Abstract

This study examined the theoretical underpinnings of the mood by message quality interaction. Three hypotheses were presented as an explanation for the interaction: the lack of motivation hypothesis, the hedonic contingency hypothesis, and the mood-as-a-resource hypothesis. A 2 (Mood: sadness or happiness) × 3 (Argument Strength: strong, moderate, or weak) × 2 (Involvement: high or low) × 2 (Hedonic Consequences: pro- or counter-attitudinal topic) independent groups design was employed. The data revealed the association between argument strength and persuasion was positive and stronger for those in negative moods than for those in positive moods. Furthermore, the results indicated that the relationship between argument strength and persuasion was positive and stronger for pro-attitudinal topics than for counter-attitudinal topics, but the data clearly demonstrated that argument quality was the best predictor of persuasion.

Keywords:

• Persuasion
• Social Cognition

Notes

*p < .05. **p < .01.

*p < .05. **p < .01.