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

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 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.

Authors

Joseph Lajos, HEC Paris, France
Nailya Ordabayeva, Erasmus University Rotterdam, The Netherlands
Amitava Chattopadhyay, INSEAD, Singapore



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

When Taking Action Means Accepting Responsibility: Omission Bias Predicts Reluctance to Vaccinate Due to Greater Anticipated Culpability for Negative Side Effects

Gary Sherman, Stony Brook University
Stacey R Finkelstein, Stony Brook University
Beth Vallen, Vilanova University, USA
Paul M Connell, Stony Brook University
Kristen Feemster, Vaccine Education Center at Children’s Hospital of Philadelphia and University of Pennsylvania, Perelman School of Medicine, USA

Read More

Featured

Intentionally “Biased”: People Purposefully Use To-Be-Ignored Information, But Can Be Persuaded Not To

Berkeley Jay Dietvorst, University of Chicago, USA
Uri Simonsohn, University of Pennsylvania, USA

Read More

Featured

When CSR Becomes a Liability for Firms in Crises: Effects on Perceived Hypocrisy and Consumer Forgiveness

Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.