Abstract
ABSTRACT This research examined how mood, brand involvement, and message appeals interacted with each other; and how this interaction influenced consumers’ evaluation of advertisements. Results showed that people with higher brand involvement processed information systematically, and the presence of a negative mood encouraged them to process information systematically to a greater extent. Hence, people with higher brand involvement in a negative mood evaluated functional ads more favorably. In contrast, people with lower brand involvement processed information heuristically, and the presence of a positive mood enhanced heuristic processing. Therefore, people with lower brand involvement in a positive mood evaluated experiential ads more positively. Theoretical and practical implications are also discussed.
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