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Effect of relevant affect on message elaboration : Information processing strategies of print-media advertisements

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  • TANAKA Tomoe
    Graduate School of Social Sciences, Hitotsubashi University

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Other Title
  • 関連感情がメッセージの精緻化に及ぼす影響 : 印刷媒体広告を用いた情報処理方略の検討
  • カンレン カンジョウ ガ メッセージ ノ セイチカ ニ オヨボス エイキョウ インサツ バイタイ コウコク オ モチイタ ジョウホウ ショリ ホウリャク ノ ケントウ

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Abstract

The effect of affective states which stem directly from an advertisement (relevant affect) on elaboration of the same ad was investigated. It was predicted that a positive relevant affect would lead a continued processing strategy motivated by affect maintenance, whereas negative relevant affect would lead a stop-processing strategy motivated by affect improvement. Thus, positive rather than negative affect would enhance elaboration of ad messages. In Experiments 1 and 2, positive or negative affective states were induced through print-media advertisement. Following this, the extent of the message elaboration of the same ad was measured by a recall task. In Experiment 3, positive or negative affective states of participants were manipulated by an ad identical to or different from the target messages (relevant or irrelevant affect). The three experiments consistently demonstrated that positive relevant affect enhanced elaboration more in comparison to the negative relevant affect. These results were clearly different from the findings of research using irrelevant affect. The different processing strategies induced by relevant affect or irrelevant affect were discussed.

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