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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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ABSTRACT

An experiment was conducted to examine how mood (positive vs. negative) and ad appeals (experiential vs. utilitarian) influence ad and product evaluation and purchase intention. Specifically, mood and ad appeals both influenced type of elaboration (relational vs. item-specific processing). As a result, people in a positive mood evaluated ad and product more positively when exposed to a utilitarian ad, whereas people in a negative mood evaluated ad and product more positively when exposed to an experiential ad. Also, people in a negative mood showed stronger purchase intention when exposed to an experiential ad. Theoretical and practical implications are also discussed.

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