The study examines what effects a five second countdown warning will have on consumer’s attitudes towards the advertisement depending on the main program content. This study builds upon several theoretical models concerning program-induced moods in relation to viewer’s judgment to commercial advertisements. Findings from two studies suggest that program-induced mood systematically influences attitude toward the inserted ad with (vs. without) a five-second countdown: for the negative-affect program, attitude toward the ad was more positive when the ad was preceded by the countdown than when the ad was not preceded by the countdown. However, for the positive-affect program, attitude toward the ad was more negative when the ad was preceded by the countdown than when the ad was not preceded by the countdown. A similar interaction was found with purchase intent.
Recommended CitationVenmahavong, Tiffany, "Five Seconds to the Ad: How Program-Induced Mood Affects Ad Countdown Effects" (2017). Honors Projects in Marketing. Paper 24.