Walking the tightrope between feeling good and being accurate: mood as a resource in processing persuasive messages.
Three studies investigated the influence of mood states on the processing of positive and negative information regarding caffeine consumption and on the impact of this information on one's mood, attitudes, and intentions. The results were consistent with the predictions of the mood-as-a-resource hypothesis: First, the induction of positive mood in high (compared with low) caffeine consumers enhanced recall of negative information about caffeine consumption. Second, processing information about caffeine consumption undermined the positive mood of high (but not low) caffeine consumers. Third, the induction of positive mood enhanced the impact of negative information about caffeine on high (compared with low) caffeine consumers' attitudes and intentions toward caffeine consumption.
Raghunathan
Rajagopal
R
Department of Marketing, McCombs School of Business, University of Texas, Austin 78712, USA. raj.raghunathan@bus.utexas.edu
Trope
Yaacov
Y
D000339:Affect; D000704:Analysis of Variance; D001290:Attitude; D002110:Caffeine; D005260:Female; D006293:Health Promotion; D006801:Humans; D033182:Intention; D008297:Male; D011939:Mental Recall; D009042:Motivation; D009518:New York; D010565:Persuasive Communication; D012649:Self Concept; D013781:Texas
D002110:Caffeine