Abstract

Advertisements affect our lives even when we least expect it. We hear ads on the radio, read ads in magazines, and are even exposed to advertisements through billboards as we drive down the road. The effects on mood and advertisements began to be popularly researched in the early 1980s. This study conducting on mood and advertising was a follow up study to “The Power of Emotion” conducted by Wiese (2012). It was important to conduct more research into this topic to find statistical significance in support of the hypothesis. The present study used a positive group, a negative group, and a control group to rate pictures based on a manipulated mood. Participants were gathered using convenient sampling from the Lindenwood Participant Pool. Results showed that people in a positive mood rated subsequent advertisements more favorably than participants in a negative mood, therefore supporting the hypothesis that when people are exposed to a positive advertisement they will rate following advertisements more approvingly than people who initially view a negative advertisement.

Recommended Citation

Wiese, Lisa (2012) "Mood and Advertising: A Follow-up Study to “The Power of Emotion”," Undergraduate Psychology Research Methods Journal: Vol. 1: Iss. 14, Article 3.
Available at: https://digitalcommons.lindenwood.edu/psych_journals/vol1/iss14/3