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Attitudinal effects of ad‐evoked moods and emotions: The moderating role of motivation
Author(s) -
Batra Rajeev,
Stephens Debra
Publication year - 1994
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220110302
Subject(s) - psychology , valence (chemistry) , relevance (law) , social psychology , cognition , elaboration likelihood model , cognitive psychology , persuasion , physics , quantum mechanics , neuroscience , political science , law
The role of the moods and emotions evoked by advertisements in shaping the amount and valence of cognitive elaboration, as well as consumer brand attitudes, has recently begun to elicit research interest. It is shown that moods and emotions appear to influence brand attitudes more in low personal relevance (“low motivational involvement”) situations than under high‐motivation conditions, by suppressing counterargumentation more in such low motivation situations. Implications are discussed for advertising theory and practice © 1994 John Wiley & Sons, Inc.