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Mood, information congruency, and overload

Author

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  • Braun-LaTour, Kathryn A.
  • Puccinelli, Nancy M.
  • Mast, Fred W.

Abstract

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.

Suggested Citation

  • Braun-LaTour, Kathryn A. & Puccinelli, Nancy M. & Mast, Fred W., 2007. "Mood, information congruency, and overload," Journal of Business Research, Elsevier, vol. 60(11), pages 1109-1116, November.
  • Handle: RePEc:eee:jbrese:v:60:y:2007:i:11:p:1109-1116
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    References listed on IDEAS

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    1. Goodstein, Ronald C, 1993. " Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing," Journal of Consumer Research, Oxford University Press, vol. 20(1), pages 87-99, June.
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    1. repec:eee:joinma:v:22:y:2008:i:3:p:23-39 is not listed on IDEAS
    2. Cauberghe, Verolien & De Pelsmacker, Patrick & Janssens, Wim, 2010. "Simultaneous exposure to a program and advertising content in an interactive context: Perceptual and semantic interference and reinforcement," Journal of Business Research, Elsevier, vol. 63(9-10), pages 972-978, September.
    3. Weathers, Danny & Swain, Scott D. & Makienko, Igor, 2015. "When and how should retailers rationalize the size and duration of price discounts?," Journal of Business Research, Elsevier, vol. 68(12), pages 2610-2618.
    4. Crawford, Heather J. & Gregory, Gary D., 2015. "Humorous advertising that travels: A review and call for research," Journal of Business Research, Elsevier, vol. 68(3), pages 569-577.
    5. repec:eee:jouret:v:85:y:2009:i:1:p:15-30 is not listed on IDEAS

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