When Ads Make Drama Seem Silly and Comedy Seem Dull: Role-Fulfillment Effects of Mood on Evaluations of Emotional Television Commercials

Joseph Lajos, INSEAD, France
Nailya Ordabayeva, INSEAD, France
Amitava Chattopadhyay, INSEAD, Singapore
Previous consumer research has examined how moods induced by television programs influence viewers’ evaluations of commercials. We extend this research by drawing on psychological research on role-fulfillment evaluation processes to hypothesize that viewers like commercials more when they support, rather than break, the moods established by programs. We predict that viewers evaluate happy commercials more favorably than sad commercials following happy programs, and that they evaluate sad commercials more favorably than happy commercials following sad programs. We report the results of two studies that support our hypothesis and provide evidence in favor of the theorized role-fulfillment process.
[ to cite ]:
Joseph Lajos, Nailya Ordabayeva, and Amitava Chattopadhyay (2008) ,"When Ads Make Drama Seem Silly and Comedy Seem Dull: Role-Fulfillment Effects of Mood on Evaluations of Emotional Television Commercials", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 953-956.