Congruity between mood and brand involvement enhances the effectiveness of message appeals: Dual processing model perspective

• Published in: Journal of marketing communications Vol. 27; no. 6; pp. 651 - 669
• Main Author: Wen, Taylor Jing
• Format: Journal Article
• Language: English
• Published: London Routledge 18-08-2021; Taylor & Francis Ltd
• Subjects: brand involvement; experiential message; functional message; message appeal; Mood
• ISSN: 1352-7266; 1466-4445
• DOI: 10.1080/13527266.2020.1755884

This research examined how mood, brand involvement, and message appeals interacted with each other; and how this interaction influenced consumers' evaluation of advertisements. Results showed that people with higher brand involvement processed information systematically, and the presence of a negative mood encouraged them to process information systematically to a greater extent. Hence, people with higher brand involvement in a negative mood evaluated functional ads more favorably. In contrast, people with lower brand involvement processed information heuristically, and the presence of a positive mood enhanced heuristic processing. Therefore, people with lower brand involvement in a positive mood evaluated experiential ads more positively. Theoretical and practical implications are also discussed.