The Influence of Mood and Attribute Framing on Consumer Response Toward Persuasive Appeals

Abstract

Two experiments examined the influence of mood and attribute framing on consumer response toward persuasive appeals. Subjects exhibited more favorable attitudes and purchase intent when exposed to positive attribute frames than comparable negative ones. These effects were attenuated under high-elaboration conditions. Positive moods engendered more favorable thoughts and enhanced the persuasiveness of positive attribute frames, whereas negative moods elicited the least favorable outcomes for positively framed messages. Finally, mood and frame valence did not influence the depth of processing but had a consistent influence on the style of processing—positive frames and moods induced relational processing whereas negative frames and moods engendered item-specific processing.

Notes

In the pretests as well as the focal studies, subjects ventured a variety of positive (e.g., happy, pleasant, relaxed, serene) and negative (e.g., angry, sad, helpless, frustrated) affective responses rather than a single specific emotional state (such as happy or sad) when subjected to the respective mood manipulation. Hence, we use the terms positive and negative mood.

Past experience indicated that a box of premium chocolates was a better reward option than a comparable cash award or gift certificate. Also, chocolates were selected to help alleviate the negative mood induced in half of the sample.