Context‐induced and ad‐induced affect: Individual differences as moderators

Abstract

AbstractThe present article had two objectives: (a) to explore the relative impacts of context‐induced and ad‐induced affect on ad and brand evaluations, and (b) to investigate how individual differences in affect intensity and introversion/extroversion moderate the effects of ad‐induced affect. In Study 1, ad‐induced affect, but not contextinduced affect, significantly influenced ad and brand evaluations when both forms of affect induction were manipulated. Furthermore, Studies 1 and 2 showed that individuals scoring differently on affect intensity and introversion/extroversion responded in divergent ways to ad messages that elicited positive and negative affect. © 2006 Wiley Periodicals, Inc.