感情状態が商品広告の情報処理方略に及ぼす影響について

情報の多重役割を中心に

抄録

We examined the effects of mood on the information processing and on the multiple functions of advertisement. The first experiment hypothesized that positive mood promoted an automatic processing of information and negative mood promoted a controlled processing of information. Moods were induced by asking about happy (positive mood) or unhappy (negative mood) event. Next, participants were presented with the statement advertisement or image advertisement. The results showed that participants in negative mood elaborated the statement advertisement and changed attitude more than participants in positive mood, whereas positive and negative participants presented with image advertisement indicated little attitude change. The second experiment hypothesized that the persuasive effects of image advertisement were depended on the interaction between mood and image relevance to merchandise. Positive or negative mood participants were presented with relevant image advertisement or irrelevant image advertisement. The results showed participants in positive mood indicated more attitude change in irrelevant image advertisement than participants in negative mood, whereas positive and negative mood participants presented with relevant image advertisement indicated little attitude change. Therefore, our results suggest that mood state does not only affect the information processing but also the persuasive effects of information.