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Mood matching: the importance of fit between moods elicited by TV programs and commercials

Author: Lajos, Joseph ; Ordabayeva, Nailya ; Chattopadhyay, AmitavaINSEAD Area: Marketing Series: Working Paper ; 2008/01/MKT Publisher: Fontainebleau : INSEAD, 2008.Language: EnglishDescription: 32 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: We examine the effects of programme-induced moods on liking for commercials that elicit positive or negative moods. Previous research suggests that TV viewers have more favourable attitudes toward commercials when they are in a happy mood than when they are in a sad mood. Drawing on role fulfillment evaluation theory, we hypothesise that TV viewers have more favourable attitudes towards commercials than support moods established by programmes than towards those that break established moods. Our hypothesis leads to the novel prediction that during a sad programme TV viewers will like sad commercials more than happy commercials. We find support for this prediction in two experiments. Furthermore, we hypothesise that role fulfillment evaluation theory makes accurate predictions when people are likely to have mood expectations during a TV viewing experience, whereas mood as information theory makes accurate predictions when people are unlikely to have mood expectations during a TV viewing experience. We find support for this hypothesis in experiment 2. Next title: Mood matching: the importance of fit between moods elicited by TV programs and commercials (RV of 2008/01/MKT) - Lajos, Joseph;Ordabayeva, Nailya;Chattop - 2009 - INSEAD Working Paper
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We examine the effects of programme-induced moods on liking for commercials that elicit positive or negative moods. Previous research suggests that TV viewers have more favourable attitudes toward commercials when they are in a happy mood than when they are in a sad mood. Drawing on role fulfillment evaluation theory, we hypothesise that TV viewers have more favourable attitudes towards commercials than support moods established by programmes than towards those that break established moods. Our hypothesis leads to the novel prediction that during a sad programme TV viewers will like sad commercials more than happy commercials. We find support for this prediction in two experiments. Furthermore, we hypothesise that role fulfillment evaluation theory makes accurate predictions when people are likely to have mood expectations during a TV viewing experience, whereas mood as information theory makes accurate predictions when people are unlikely to have mood expectations during a TV viewing experience. We find support for this hypothesis in experiment 2.

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