Mood, information congruency, and overload
Marketers seek new ways of gaining attention in our age of information bombardment, and one popular way has been to utilize schema-incongruent language. The present article investigates how a common situational factor-consumer mood-influences consumers' ability to process incongruent information in an information overload environment. Two experiments find positive mood increases (and negative mood decreases) consumers' ability to respond to incongruent information. Both experiments utilize computer reaction tests on healthy adult consumers; the first uses the Stroop test, the second uses the IAT (Implicit Association Test). This article discusses the implications of the findings for marketers attempting to gain consumers attention as well as the theoretical implications for the growing research on consumer mood and processing.
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- Gardner, Meryl Paula, 1985. " Mood States and Consumer Behavior: A Critical Review," Journal of Consumer Research, University of Chicago Press, vol. 12(3), pages 281-300, December.
- Goodstein, Ronald C, 1993. " Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing," Journal of Consumer Research, University of Chicago Press, vol. 20(1), pages 87-99, June.
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- Lee, Yih Hwai & Mason, Charlotte, 1999. " Responses to Information Incongruency in Advertising: The Role of Expectancy, Relevancy, and Humor," Journal of Consumer Research, University of Chicago Press, vol. 26(2), pages 156-69, September.
- Keller, Kevin Lane & Staelin, Richard, 1987. " Effects of Quality and Quantity of Information on Decision Effectiveness," Journal of Consumer Research, University of Chicago Press, vol. 14(2), pages 200-213, September.
- Kahn, Barbara E & Isen, Alice M, 1993. " The Influence of Positive Affect on Variety Seeking among Safe, Enjoyable Products," Journal of Consumer Research, University of Chicago Press, vol. 20(2), pages 257-70, September.
- Heckler, Susan E & Childers, Terry L, 1992. " The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research, University of Chicago Press, vol. 18(4), pages 475-92, March.
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