Effect of Consumers Mood on Advertising Effectiveness

Abstract

It is a fact that mood-state knowledge is of particular relevance for the understanding of consumer behavior. The belief that it may be affected by the content of marketing communication and the context in which these communications appear was the basis upon which this research was conducted. This study is essentially an experimental study where a between-subject design was employed. A total of three hundred and twenty subjects were used in the experiment. Unlike some previous advertising research (e.g. Kim and Biocca, 1997) utilizing existing adverts, specifically design adverts were made for the study. Standardized 10 minute film clips were used to induce a negative or positive mood. Two scales – attitude towards using advertised products and intention to try advertised products – were employed to measure advertising effectiveness. The result revealed that subjects in the induced positive mood group have a more positive attitude and greater intention to try advertised products when compared with subjects in the induced negative mood group. This suggests that advertisers should present adverts in a context that elicits happiness’.