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| Author: | Martin, B.A.S. |
| Title: | The influence of gender on mood effects in advertising |
| Journal: | Psychology & Marketing
2003 : MAR, VOL. 20:3, p. 249-273 |
| Index terms: | Advertising Consumer attitudes Psychology Gender |
| Language: | eng |
| Abstract: | This article aims is to study the impact of gender on mood effects in relation to attitude toward the advertisement and brand attitudes. Specifically, gender, mood state, and ad affective tone are posited to interact. Data from an experiment support two hypotheses predicting the most favourable combinations of mood and affective tone for males and females for attitude toward the ad. Findings also support previous research that female gender and sad moods, respectively, result in more detailed processing. Males exhibit backdrop mood effects when happy, as characterized by lower involvement, but are in a motivational mood state when in a sad mood. Future research should assess the intensity of elaboration that influences backdrop or motivational moods. |
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