Affective responses to advertisements, dubbed attitude-toward-the-ad (Aad), have been noted to be influential in the formation of brand attitude and brand purchase intention. The context in which the ad is embedded, positive or negative, has been hypothesized to induce mood and impact Aad formation. It was the purpose of this research to examine mood and its impact on Aad. Other areas of research concerned cognitive processing as a result of positive and negative moods, along with which classes of product advertising might be most impacted by a positive or negative programming context. / Student subjects (N = 180) were randomly assigned to one of four treatment groups and shown a short segment of television programming to serve as a covariate in an analysis of covariance. Following this segment, attitudes toward the experimental product category were assessed. Subjects were then shown a segment of television programming, positive or negative, to alter their mood state. They were then assessed for their attitudes regarding the program and test advertisement just viewed. Information was also sought on brand attitude and purchase intention. Lastly, subjects were instructed to write down any thoughts they had while viewing the program or the ad. / A statistically significant difference was observed for Aad, brand attitude and purchase intention between positive and negative mood subjects, with positive mood subjects reporting significantly higher means. As for cognitive activity while viewing, there was no significant difference in the total number of thoughts generated by subjects in positive or negative moods, but a significant difference was noted in the type of thoughts reported. Subjects in positive moods displayed a significant tendency to mention the ad more often, while negative mood subjects were significantly more likely to mention aspects of the program as the basis for their negative mood. / This research concludes with a discussion of findings, research implications and suggestions for future research. / Source: Dissertation Abstracts International, Volume: 56-11, Section: A, page: 4191. / Major Professor: Barry S. Sapolsky. / Thesis (Ph.D.)--The Florida State University, 1995.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_77599 |
| Contributors | Kinney, Terry Lance., Florida State University |
| Source Sets | Florida State University |
| Language | English |
| Detected Language | English |
| Type | Text |
| Format | 106 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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