| Abstract: | The role of the moods and emotions evoked by advertisements in shaping the amount and valence of cognitive elaboration, as well as consumer brand attitudes, has recently begun to elicit research interest. It is shown that moods and emotions appear to influence brand attitudes more in low personal relevance (“low motivational involvement”) situations than under high-motivation conditions, by suppressing counterargumentation more in such low motivation situations. Implications are discussed for advertising theory and practice © 1994 John Wiley & Sons, Inc. |
