The Influences of Consumer Mood State on Mental Imagery Processing of Advertisement and Brand Evaluation

Jun Myers, California State Polytechnic University, USA
Sela Sar, Iowa State University, USA
This paper explores the influence of consumers’ mood state on their use of mental imagery to process marketing communication messages. Initial results from a controlled experiment indicate that the extent of mental imagery that consumers employ during message processing depends on their affective state: The more positive the participants’ mood state is the more extensively they use mental imagery during message processing, and the more positively they evaluate the advertised brand.
[ to cite ]:
Jun Myers and Sela Sar (2009) ,"The Influences of Consumer Mood State on Mental Imagery Processing of Advertisement and Brand Evaluation", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1052-1052.