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Journal of Current Issues & Research in Advertising Volume 38, 2017 - Issue 1
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Articles

The Interaction Effects of Mood and Ad Appeals on Type of Elaboration and Advertising Effectiveness

Jing (Taylor) WenDepartment of Advertising, College of Journalism and Communications, University of Florida, Gainesville, Florida, USACorrespondence[email protected]
,
Sela SarCharles H. Sandage Department of Advertising, College of Media, University of Illinois at Urbana–Champaign, Champaign, Illinois, USA
&
George AnghelcevDepartment of Advertising, College of Communications, Pennsylvania State University, University Park, Pennsylvania, USA
Pages 31-43 | Published online: 15 Dec 2016

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Read on this site (4)

Wael Nuweihed & Olivier Trendel. (2023) The role of informational versus transformational ad appeals in building consumer-based brand equity for low involvement products. Journal of Marketing Theory and Practice 0:0, pages 1-20.
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Chris R. Noland & Taylor Wen. (2022) Listicles vs. Narratives: The Interplay between Mood, Message Type, and Disclosure on Native-Advertising Effectiveness. Journal of Current Issues & Research in Advertising 43:4, pages 377-399.
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Chris R. Noland. (2021) Positive or negative vibes: Does mood affect consumer response to controversial advertising?. Journal of Marketing Communications 27:8, pages 897-912.
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Linwan Wu & Naa Amponsah Dodoo. (2020) Being Accepted or Ostracized: How Social Experience Influences Consumer Responses to Advertisements with Different Regulatory Focus. Journal of Advertising 49:3, pages 234-249.
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Articles from other publishers (5)

Taylor Jing Wen, Linwan Wu, Naa Amponsah Dodoo & Eunice Kim. (2023) The mood effect: How mood, disclosure language and ad skepticism influence the effectiveness of native advertising. Journal of Consumer Behaviour.
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Juan Mejía-Trejo. (2021) COVID-19 ads on purchase intention of online consumer behavior as business innovation activity: A contribution to the uses and gratification theory. Electronic Commerce Research and Applications 49, pages 101086.
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Kenneth C. C. YangYowei Kang. (2021) Predicting the Relationships Between Narrative Transportation, Consumer Brand Experience, Love and Loyalty in Video Storytelling Advertising. Journal of Creative Communications 16:1, pages 7-26.
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Yowei Kang & Kenneth C. C. Yang. 2021. Privacy and Security Challenges in Location Aware Computing. Privacy and Security Challenges in Location Aware Computing 1 25 .
Shalom Levy & Yaniv Gvili. 2018. Advances in Advertising Research IX. Advances in Advertising Research IX 329 342 .

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