Mood Matching: the Importance of Fit Between Moods Elicited By Tv Programs and Commercials
We examine the effects of program-induced moods on liking for commercials that elicit positive or negative moods. 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.
Citation:
Joseph Lajos, Nailya Ordabayeva, and Amitava Chattopadhyay (2011) ,"Mood Matching: the Importance of Fit Between Moods Elicited By Tv Programs and Commercials", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 257-258.
Authors
Joseph Lajos, HEC Paris, France
Nailya Ordabayeva, Erasmus University Rotterdam, The Netherlands
Amitava Chattopadhyay, INSEAD
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011
Share Proceeding
Featured papers
See MoreFeatured
A Meta-Analysis on the Endowment Effect in Experiments
DANIEL SUN, University of Calgary, Canada
Featured
P4. Consistent Price Endings Increase Consumers Perceptions of Cheapness
Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education
Featured
Consuming Products with Experiences: Why and When Consumers Want Mementos
Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA