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Title:Exploring the effects of mood states, cultural background, and the congruity between ad appeal and product type on consumers’ attitudes and purchasing intentions
Author(s):Shen, Doreen
Advisor(s):Sar, Sela
Department / Program:Advertising
Degree Granting Institution:University of Illinois at Urbana-Champaign
product type
message appeal
information processing
Abstract:This paper examines the interactive effects of mood, culture and message appeal (i.e., congruity/incongruity between ad appeals and product types). Two online experiments were conducted with 438 participants from both U.S. and China. All participants (i.e., Americans and Chinese) were randomly assigned to either a positive or negative mood condition and were asked to read either a greeting card ad (Study 1) or a household printer ad (Study 2) that contained either experiential or functional verbal claims. The results showed that people from different cultural backgrounds and in different mood states had different ad preferences. There were main effects of culture as well as main effects of ad congruity on persuasion outcomes. However, the three-way interaction of mood, culture and message appeals on persuasion outcomes was not significant. Theoretical and practical implications are discussed in regard to how American and Chinese consumers in different mood states process different types of ad message appeal.
Issue Date:2018-04-19
Rights Information:Copyright 2018 Doreen Shen
Date Available in IDEALS:2018-09-04
Date Deposited:2018-05

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