Resumen de Mood and reactions to political advertising: a test and extension of the hedonic contingency hypothesis
Monique Mitchell Turner, Jill Cornelius Underhill, Lynda Lee Kaid
Research in a variety of contexts has shown that the mood or emotional state of receivers may affect responses to communication messages. This study tested the interaction between mood and message on persuasiveness in the context of political television adver- tising. Using a 2 (happy or sad mood) by 2 (hedonic consequences: negative or positive) experimental design, a two-way interaction between hedonic consequence and mood was predicted, such that happy people would be more persuaded by positive ads than negative ads. In addition, sad people, it was expected, would be equally persuaded by either ad.
Cognitive processing measures, attitudes, and candidate evaluations were used for mea- suring effects. Data indicated that happy people were more persuaded by positive political advertisements than negative political advertisements. Sad people, however, were equally persuaded by both negative and positive appeals.
