ABSTRACT

Mood management theory posits that people try to maintain intensity of good moods and diminish intensity of bad moods. This study uses mood management theory to examine the interplay between mood and controversial advertising in a social and political context.

An online experiment was conducted that manipulated participants’ moods and then exposed them to either a controversial or non-controversial ad. Afterwards their attitudes and behaviors were measured. The results suggest people in positive moods have more positive attitudes toward non-controversial ads and less positive attitudes toward controversial ads. Conversely, people in negative moods have more favorable attitudes toward controversial ads and less favorable attitudes when evaluating non-controversial ads.

摘要

情绪管理理论假定​​人们试图保持好心情的强度并减少坏情绪的强度。本研究使用情绪管理理论来检验在社会和政治背景下情绪与有争议的广告之间的相互作用。

进行了一项在线实验，操纵参与者的情绪，然后让他们接触有争议或无争议的广告。然后测量他们的态度和行为。结果表明，情绪积极的人对无争议的广告有更积极的态度，而对有争议的广告则不太积极。相反，情绪消极的人对有争议的广告持更积极的态度，而在评估无争议的广告时，他们的态度则更差。