摘要:

AbstractThis article investigated how moods influence reactions to a persuasive communication. Subjects read a magazine article designed to induce a positive, neutral, or negative state, then read and evaluated a communication for which argument quality varied. As in previous research (Worth&Mackie, 1987), argument quality failed to differentially influence attitudes for positive subjects. In contrast, attitudes were more favorable following stronger arguments for neutral and negative subjects. These findings suggest that systematic processing is reduced by positive, but not by negative moods. Discussion focuses on the processes underlying observed relationships, and on selective processing of communications as a means of mood management.

ISSN:0742-6046    

DOI:10.1002/mar.4220070102

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1990

数据来源: WILEY

摘要:

AbstractThis article identifies—and then validates—a set of categories for use in the measurement of affective responses to advertising. Unlike previous categories developed for this purpose, these are first extracted by cluster analysis and then also subjected to formal tests for reliability and for convergent, discriminant, concurrent, and predictive valid

ISSN:0742-6046    

DOI:10.1002/mar.4220070103

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1990

数据来源: WILEY

摘要:

AbstractThis research reports the results of a study in which pre‐questions and post‐questions are employed in a radio commercial. Responses of subjects exposed to questions are compared to responses of other subjects exposed to content equivalent statements. Also manipulated in this research is the length of a pause after commercial arguments. Post‐questions were found to be more effective in facilitating information processing than post‐statements. However, pre‐questions and combined (both pre‐ and post‐) questions were not more effective than pre‐statements and combined statements respectively. Further, the length of the pause did not affect outcomes. Results are discussed in terms of the conditions under which questions may and may not be expected to increase message processing. Different theoretical views are presented in explaining the pattern of r

ISSN:0742-6046    

DOI:10.1002/mar.4220070104

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1990

数据来源: WILEY

摘要:

AbstractThis study investigated the dynamics of attitude change by examining indirect effects of an ad designed to change a belief. Results showed that an ad had indirect effects on unmentioned beliefs, which were a function of (1) the manner in which beliefs are organized internally in ad recipients' cognitive structure and (2) retrieval cues provided externally in the ad. Also, the ad had indirect effects on evaluations (ai) of the intended attribute; these effects were observed especially when the belief was directly attacked by the ad and the ad recipients' beliefs were held with high confidence.

ISSN:0742-6046    

DOI:10.1002/mar.4220070105

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1990

数据来源: WILEY

摘要:

AbstractPrevious research on the dimensionality of arousal indicates tension arousal is associated with negative feelings and energy arousal is associated with positive feelings. Women were found to generate more tension and negative feelings towards explicit female nudity in print ads than men. Men were more energized and positive in their feelings about such ads. The results have substantial strategic implications.

ISSN:0742-6046    

DOI:10.1002/mar.4220070106

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1990

数据来源: WILEY

ISSN:0742-6046    

DOI:10.1002/mar.4220070101

出版商:Wiley Subscription Services, Inc., A Wiley Company    

年代:1990

数据来源: WILEY