The Effect of Mood on Advertisements Attitude and Recall--Separating Arousal From Valence

This study probed the effects of both valence and arousal on consumers’ ad attitude and recall. This research included two 2 (valence: good vs. bad)*2 (arousal: high vs. low) experiments. Experiment 1 explored the “reading the ad before mood stimulus” condition. Experiment 2 explored “reading the ad after mood stimulus” condition. Each experiment had 120 respondents. The results show that in both time orders, high arousal polarized the valence effect, and form more extreme attitude. In addition, time order was the critical factors influence the way arousal affecting ad recall. When consumer read the ad after mood stimulus, high arousal led to worse ad recall. On the contrary, when consumer reads the ad before mood stimulus, high arousal led to better ad recall.

Citation:

Kang-Ning Xia and Yu-Tse Lin (2009) ,"The Effect of Mood on Advertisements Attitude and Recall--Separating Arousal From Valence", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 326-327.