Abstract
Relative to a sad TV program, a happy program induced: (1) a happier mood as viewers watched both program and commercials, (2) greater perceived commercial effectiveness, (3) more affectively positive cognitive responses, and (4) to some extent, better recall. A main effect for commercial type was also noted, with emotional commercials leading to generally more positive reactions than informational commercials. A significant program-by-commercial interaction was obtained for the viewer's mood during the commercial, with the program effect greater for those viewing emotional commercials than for those viewing informational commercials.
Keywords
PsychologyAffect (linguistics)MoodRecallAdvertisingSocial psychologyCognitionNegative moodApplied psychologyCognitive psychologyCommunication
Affiliated Institutions
Related Publications
The Role of Affect in the Mere Exposure Effect: Evidence from Psychophysiological and Individual Differences Approaches
Affective models of the mere exposure effect propose that repeated exposure to a stimulus increases the positive affect or reduces the negative affect toward the stimulus, where...
Publication Info
- Year
- 1987
- Type
- article
- Volume
- 14
- Issue
- 3
- Pages
- 387-387
- Citations
- 502
- Access
- Closed
External Links
Social Impact
Altmetric
PlumX Metrics
Social media, news, blog, policy document mentions
Citation Metrics
502
OpenAlex
Cite This
Marvin E. Goldberg,
Gerald J. Gorn
(1987).
Happy and Sad TV Programs: How They Affect Reactions to Commercials.
Journal of Consumer Research
, 14
(3)
, 387-387.
https://doi.org/10.1086/209122
Identifiers
- DOI
- 10.1086/209122