Positive or negative vibes: Does mood affect consumer response to controversial advertising?
Abstract
Mood management theory posits that people try to maintain intensity of good moods and diminish intensity of bad moods. This study uses mood management theory to examine the interplay between mood and controversial advertising in a social and political context.An online experiment was conducted that manipulated participants’ moods and then exposed them to either a controversial or non-controversial ad. Afterwards their attitudes and behaviors...
Paper Details
Title
Positive or negative vibes: Does mood affect consumer response to controversial advertising?
Published Date
Aug 9, 2020
Volume
27
Issue
8
Pages
897 - 912
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