Document Type
Dissertation
First Faculty Advisor
Yoon, Sukki
Second Faculty Advisor
Gravier, Michael
Keywords
Advertising; Mood; Emotions; Marketing; Program Induced Moods
Publisher
Bryant University
Rights Management
All rights retained by Tiffany Venmahavong and Bryant University
Abstract
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.
