The Effect of Mood on Ad Evaluation: a Cross-Cultural Examination

This research explores cultural differences between individualists and collectivists in the effect of mood on ad evaluation. Two theories – “affect-as-information” and “affect and the expression of culture” – propose distinct predictions. Our results reveal effects that are somewhat consistent with the former theory. Further studies will examine unresolved issues.



Citation:

Lee Hasidim, Yaara Offir, Hagar Tubis, and Hila Riemer (2014) ,"The Effect of Mood on Ad Evaluation: a Cross-Cultural Examination ", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 78-78.

Authors

Lee Hasidim, Ben-Gurion University, Israel
Yaara Offir, Ben-Gurion University, Israel
Hagar Tubis, Ben-Gurion University, Israel
Hila Riemer, Ben-Gurion University, Israel



Volume

LA - Latin American Advances in Consumer Research Volume 3 | 2014



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