関連感情がメッセージの精緻化に及ぼす効果 : ムード改善期待感の役割

概要

論文の詳細を見る
The effect of affective states which stem directly from a target message (relevant affect) on elaboration of the same message was investigated. In an experiment, expectancies for mood improvement were manipulated through a bogus task. Then the target advertisement was presented, and positive or negative affective sates were introduced through the ad. The extent of message elaboration of the ad was measured by an unexpected recall task. Under the negative mood condition, participants who expected mood improvements elaborated the message more than participants who were not introduced such expectancies. These results indicated that the expectancies for mood improvement mediated the message elaboration under the negative mood condition. The issues for future investigations regarding affect and information processing are discussed.
昭和女子大学の論文
2006-03-31