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.
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.