Abstract

The present study investigated the effect of consumer's mood states on the information processing of advertisement with data from college student. Especially, it was examined if consumer's mood both at the information encoding period and at the information retrieval period differently affect the information processing of advertisement. First, experiment 1 examined the effect of induced mood at the information encoding period on the information processing. The was more positive judgement on a given product under the positive mood condition than under the negative mood condition. At experiment 2 the neutral mood condition was added and two types of advertisement(positive vs. negative) were also presented. When advertisement type was positive subjects made more positive judgement on the product under the positive mood condition than under the other mood conditions. Experiment 3 examined the effect of subjects mood at the information retrieval period on the information processing. The results showed that the subject mood at the information retrieval period affected none of the several dependent variables(judgement, recall). Experiment 4(4a, 4b) investigated the effects of induce mood at both periods(encoding and retrieval) of information processing advertisement types, and time lag(ⓐ 1 day (4-a) and ⓑ 1 week(4-b)) on information processing. There was a significant effect of induced mood at the information encoding period. However, no significant effect was found at the information retrieval period in both delay conditions. These results suggest that consumer's mood at the information encoding period has a greater, effect on the information processing of advertisement than consumer's mood at the information retrieval period.