Event Title

Mood and Message Framing: A Compatibility Effect in Memory for Advertisement Content

Faculty Advisor

Samuel Day

Start Date

25-4-2017 4:00 PM

End Date

25-4-2017 5:00 PM

Description

The effects of factors such as mood and message framing on memory have been examined in a range of studies. However, surprisingly little work has been done exploring these effects in the context of advertising, where emotion and content must be conveyed quickly, and may interact in complex ways. An interaction was found between mood and framing for low need for cognition participants, but not for those with high need for cognition.

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Apr 25th, 4:00 PM Apr 25th, 5:00 PM

Mood and Message Framing: A Compatibility Effect in Memory for Advertisement Content

The effects of factors such as mood and message framing on memory have been examined in a range of studies. However, surprisingly little work has been done exploring these effects in the context of advertising, where emotion and content must be conveyed quickly, and may interact in complex ways. An interaction was found between mood and framing for low need for cognition participants, but not for those with high need for cognition.