Journal of Marketing Communications Pub Date : 2020-04-27 , DOI: 10.1080/13527266.2020.1755884 Taylor Jing Wen 1
ABSTRACT
This research examined how mood, brand involvement, and message appeals interacted with each other; and how this interaction influenced consumers’ evaluation of advertisements. Results showed that people with higher brand involvement processed information systematically, and the presence of a negative mood encouraged them to process information systematically to a greater extent. Hence, people with higher brand involvement in a negative mood evaluated functional ads more favorably. In contrast, people with lower brand involvement processed information heuristically, and the presence of a positive mood enhanced heuristic processing. Therefore, people with lower brand involvement in a positive mood evaluated experiential ads more positively. Theoretical and practical implications are also discussed.
中文翻译:
情绪和品牌参与度之间的一致性增强了信息诉求的有效性:双重处理模型视角
摘要
这项研究考察了情绪、品牌参与度和信息吸引力如何相互影响;以及这种互动如何影响消费者对广告的评价。结果表明,品牌参与度较高的人系统地处理信息,消极情绪的存在鼓励他们在更大程度上系统地处理信息。因此,在负面情绪中品牌参与度较高的人更倾向于评价功能性广告。相比之下,品牌参与度较低的人会启发式地处理信息,而积极情绪的存在会增强启发式处理。因此,在积极情绪中品牌参与度较低的人更积极地评价体验式广告。还讨论了理论和实践意义。