Abstract

Two studies examine the interplay between mood and native-advertising type (listicle and narrative) on attitudinal and behavioral response. Study 1 found that listicles elicited more item-specific processing thoughts than narratives while narratives induced more relational processing thoughts than listicles. Results also suggest that people in a negative mood find native ads presented in a listicle format more appealing while people in a positive mood prefer native ads presented as narratives. Study 2 added disclosure language as a potential moderator; however, the results showed consistent findings as Study 1 and suggested disclosure language did not influence the effectiveness of native advertising. Furthermore, Study 2 also identified manipulativeness as an underlying mechanism that explains the interaction between mood and native-ad type.

摘要

两项研究考察了情绪和本地广告类型（列表和叙述）之间对态度和行为反应的相互作用。研究 1 发现，与叙述相比，清单引发了更多特定于项目的处理思维，而叙述比清单引发了更多的关系处理思维。结果还表明，情绪消极的人发现以列表格式呈现的原生广告更有吸引力，而情绪积极的人更喜欢以叙述形式呈现的原生广告。研究 2 增加了披露语言作为潜在的调解人；然而，结果显示与研究 1 一致的结果，并且建议的披露语言不会影响原生广告的有效性。此外，研究 2 还将操纵性确定为解释情绪和原生广告类型之间相互作用的潜在机制。