Congruity between mood and brand involvement enhances the effectiveness of message appeals: Dual processing model perspective

ABSTRACT

This research examined how mood, brand involvement, and message appeals interacted with each other; and how this interaction influenced consumers’ evaluation of advertisements. Results showed that people with higher brand involvement processed information systematically, and the presence of a negative mood encouraged them to process information systematically to a greater extent. Hence, people with higher brand involvement in a negative mood evaluated functional ads more favorably. In contrast, people with lower brand involvement processed information heuristically, and the presence of a positive mood enhanced heuristic processing. Therefore, people with lower brand involvement in a positive mood evaluated experiential ads more positively. Theoretical and practical implications are also discussed.

KEYWORDS:

• Mood
• message appeal
• brand involvement
• experiential message
• functional message

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Taylor Jing Wen

Taylor Jing Wen (Ph.D., University of Florida) is currently an Assistant Professor of Advertising and Brand Communications in School of Journalism and Mass Communications at the University of South Carolina.