Mood Matching: the Importance of Fit Between Moods Elicited By Tv Programs and Commercials

Joseph Lajos, HEC Paris, France
Nailya Ordabayeva, Erasmus University Rotterdam, The Netherlands
Amitava Chattopadhyay, INSEAD, Singapore
Drawing on role fulfillment evaluation theory, we hypothesize that TV viewers have more favorable attitudes toward commercials that support moods established by programs than toward those that break established moods. We find support for this hypothesis in two experiments, and show that whereas role fulfillment evaluation theory makes accurate predictions when people have mood expectations, mood as information theory makes accurate predictions when they do not.
[ to cite ]:
Joseph Lajos, Nailya Ordabayeva, and Amitava Chattopadhyay (2011) ,"Mood Matching: the Importance of Fit Between Moods Elicited By Tv Programs and Commercials", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.