When Arousal Influences Ad Evaluation and Valence Does Not ( and Vice Versa )

@inproceedings{Gorn2001WhenAI,
  title={When Arousal Influences Ad Evaluation and Valence Does Not ( and Vice Versa )},
  author={Gerald J Gorn and Leo Yatming Sin},
  year={2001}
}
This research examines, across 2 studies, the interplay between the valence and arousal components of affective states and the affective tone of a target ad. In the first study, music was used to induce a pleasant or unpleasant mood, while controlling for arousal. Participants were subsequently exposed to an ad that either had a positive-affective tone or was ambiguous in its affective tone. As predicted, the valence of the affective state colored the evaluation of the ad in a mood-congruent… CONTINUE READING

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