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Mood, information congruency, and overload

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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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    Cited by:

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    2. Peter Gordon Roetzel, 2019. "Information overload in the information age: a review of the literature from business administration, business psychology, and related disciplines with a bibliometric approach and framework developmen," Business Research, Springer;German Academic Association for Business Research, vol. 12(2), pages 479-522, December.
    3. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
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    5. 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.
    6. Das, Gopal & Roy, Rajat & Naidoo, Vik, 2020. "When do consumers prefer partitioned prices? The role of mood and pricing tactic persuasion knowledge," Journal of Business Research, Elsevier, vol. 116(C), pages 60-67.
    7. 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.
    8. Dickinger, Astrid & Kleijnen, Mirella, 2008. "Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons," Journal of Interactive Marketing, Elsevier, vol. 22(3), pages 23-39.

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