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- Title
Mood and Reactions to Political Advertising: A Test and Extension of the Hedonic Contingency Hypothesis.
- Authors
Turner, MoniqueMitchell; Underhill, JillCornelius; Kaid, LyndaLee
- Abstract
Research in a variety of contexts has shown that the mood or emotional state of receivers may affect responses to communication messages. This study tested the interaction between mood and message on persuasiveness in the context of political television advertising. Using a 2 (happy or sad mood) by 2 (hedonic consequences: negative or positive) experimental design, a two-way interaction between hedonic consequence and mood was predicted, such that happy people would be more persuaded by positive ads than negative ads. In addition, sad people, it was expected, would be equally persuaded by either ad. Cognitive processing measures, attitudes, and candidate evaluations were used for measuring effects. Data indicated that happy people were more persuaded by positive political advertisements than negative political advertisements. Sad people, however, were equally persuaded by both negative and positive appeals.
- Subjects
UNITED States; POLITICAL candidates; PUBLIC opinion on television advertising; POLITICAL advertising ethics; VOTER attitudes; CAMPAIGN management
- Publication
Southern Communication Journal, 2013, Vol 78, Issue 1, p8
- ISSN
1041-794X
- Publication type
Article
- DOI
10.1080/1041794X.2012.712194