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The Effects of Mood and Message Characteristics On Information PR by mohammmadaliizadi is a document available to read on EtoBox.
This thesis by Jing Wen investigates how mood and message characteristics affect information processing styles and advertising effectiveness. The study finds that individuals in a positive mood are more inclined to use relational processing, while those in a negative mood tend to engage in item-specific processing. Additionally, the research reveals that experiential ad appeals lead to more favorable evaluations of ads and products, although no significant interaction effects between mood and message charac
- Author
- mohammmadaliizadi
- Language
- EN