Relation Between Consumers Mood and Advertising Effectiveness

The Impact of Mood on Advertising Effectiveness: A Experimental Study

Abstract

This study is essentially anexperimental study where a between-subject design was employed. Unlike someprevious advertising research (e.g. Kim and Biocca, 1997) utilizing existingadverts, specifically design adverts were made for the study. Standardized 10minute film clips were used to induce a negative or positive mood. Two scales -attitude towards using advertised products and intention to try advertisedproducts - were employed to measure advertising effectiveness. The resultrevealed  that  subjects in  the  induced positive  mood  group have  a  more positive attitude and greater intention to try advertised products whencompared with subjects in  the  induced negative  mood  group. This  suggests  that advertisers  should  present adverts in a context that elicitshappiness’.