An investigation of the effects of mood, type and level of involvement characterizing consumer products and message framing on advertising effectiveness
Al-Jarboa, Fahad Abrahim
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https://hdl.handle.net/2142/21539
Description
Title
An investigation of the effects of mood, type and level of involvement characterizing consumer products and message framing on advertising effectiveness
Author(s)
Al-Jarboa, Fahad Abrahim
Issue Date
1996
Doctoral Committee Chair(s)
Gardner, David M.
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Business Administration, Marketing
Psychology, Personality
Psychology, Psychometrics
Language
eng
Abstract
Two experiments were conducted to test the effects of editorial-induced mood and two ad content factors (product involvement and message framing) on attitudinal judgments toward advertisements and products. The purpose of experiment one was to examine whether the type (cognitive or affective) and level (high or low) of involvement that characterize consumer products moderate the effects of mood (positive or negative) on the processing and evaluation of advertisements and products. Experiment one was conducted on a sample of 137 students. The findings suggest that consumer products did induce varying levels of motivation for systematic processing that moderated the effects of mood on attitudes and intentions. Implications of the results for mood research and advertising are discussed, along with practical implications for the design and implementation of advertising strategies.
The second experiment was conducted on a sample of 120 students to examine the joint impact of consumers' mood states and message framing (positive or negative) under different issue involvement conditions (high or low) on ad processing and evaluation. The findings of experiment two generally support the hypothesized effects of mood on attitudinal judgments toward advertisements under different framing conditions. Mood effects were found to depend on the congruency between the valence of mood and message frame. The positively framed ad was found to be more effective when embedded in a positive mood inducing context because positive mood increased the perceived likelihood of the positive consequences suggested by the advertisement. In contrast, the negatively framed ad was more effective in influencing attitudes and intentions of participants who were in a negative rather than a positive mood state. The findings of experiment two lend support to previous research findings regarding the role of involvement in moderating framing effects. The findings indicate that negatively framed ads may be more effective when issue involvement is high, but that positively framed ads may also be more persuasive when issue involvement is high. Specifically, there were unexpected interaction effects involving message frame and gender. Females were more persuaded by the positively framed ad than they were by the negatively framed ad when issue involvement was high rather than low, while males were more persuaded by the negatively framed ad than they were by the positively framed ad when issue involvement was high rather than low. Explanations for these and other findings are offered, along with implications for future research.
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