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| Author: | Bronner, F.E. Bronner, J.R. Faasse, J. |
| Title: | In the mood for advertising |
| Journal: | International Journal of Advertising
2007 : VOL. 26:3, p. 333-355 |
| Index terms: | advertising effectiveness |
| Freeterms: | mood |
| Language: | eng |
| Abstract: | The persuasive impact of advertising is greater if the person targeted is in a happy mood. However, in many studies the limitation is that mood is manipulated under experimental 'laboratory' conditions. To study this it requires more realistic conditions. The paper draws conclusions based on a real-life field study in a naturalistic context, involving 1287 respondents. According to the results people who are on better mood see more advertising and people are on better mood on Sundays. |
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