Mood and Ad Processing: Examining the Impact of Program-Induced Moods on Subsequent Processing of an Antismoking Public Service Advertisement

摘要

This study examined the effect of program-induced moods on subsequent processing of an antismoking ad. Participants were induced to experience a happy/sad mood by watching a 5-minute segment of a sitcom/crime drama. They were then shown an antismoking ad and asked about their processing of the ad and attitude toward the ad. Results found those who watched the sitcom report greater heuristic and less cognitive processing of the ad than those who watched the crime drama. All participants reported a positive attitude toward the ad. Findings were consistent with previous research and highlight the importance of appropriate ad placement.