Abstract
ABSTRACTTwo experiments examined the influence of mood and elaboration on consumer processing and evaluation of goal‐framed appeals. Subjects displayed more favorable attitudes and purchase intent (PI) when exposed to negative goal frames than equivalent positive ones. These effects were attenuated under high‐elaboration conditions. Compared to subjects in positive moods, those in negative moods exhibited more favorable thoughts, attitudes, and PI toward negative goal frames. Finally, mood and frame valence did not affect depth of processing but had a consistent impact on style of processing, that is, positive frames and moods induced relational processing whereas negative frames and moods engendered item‐specific processing.
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