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| Author: | Gierl, H. |
| Title: | Stimmung und Werbewirkung |
| Journal: | Marketing: Zeitschrift für Forschung und Praxis
2002 : VOL. 24:3, p. 163-180 |
| Index terms: | ADVERTISING CUSTOMERS CONSUMER BEHAVIOUR EFFECTIVENESS TELEVISION INDUSTRY |
| Language: | ger |
| Abstract: | This article deals with the question under which conditions it is an advantage to reach customers in a positive or negative mood with commercials. Moods evoked by TV movies can affect the effectiveness of ads watched by customers during or after a movie. Firstly, possible effects of mood upon attitudes towards the ad and the recommended brand are discussed theoretically. In the next section the state of the empirical research about the effects of mood upon commercial effects is presented. It can be shown that it has not been possible yet to identify clear conditions, under which a positive or a negative mood is beneficial for an ad's effectiveness. In a new study enduring product involvement is proved as an additional relevant condition for the customer mood's impact. |
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