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dc.contributor.authorBraun-LaTour, Kathryn A.
dc.contributor.authorPuccinelli, Nancy M.
dc.contributor.authorMast, Fred W.
dc.date.accessioned2020-09-12T21:07:21Z
dc.date.available2020-09-12T21:07:21Z
dc.date.issued2007-01-01
dc.identifier.other5488804
dc.identifier.urihttps://hdl.handle.net/1813/72023
dc.description.abstractMarketers seek new ways of gaining attention in our age of information bombardment, and one popular way has been to utilize schema-incongruent language. The present article investigates how a common situational factor–consumer mood–influences consumers' ability to process incongruent information in an information overload environment. Two experiments find positive mood increases (and negative mood decreases) consumers' ability to respond to incongruent information. Both experiments utilize computer reaction tests on healthy adult consumers; the first uses the Stroop test, the second uses the IAT (Implicit Association Test). This article discusses the implications of the findings for marketers attempting to gain consumers attention as well as the theoretical implications for the growing research on consumer mood and processing.
dc.language.isoen_US
dc.rightsRequired Publisher Statement: © Elsevier. Final version published as: Braun-LaTour, K. A., Puccinelli, N. M., & Mast, F. W. (2007). Mood, information congruency, and overload. Journal of Business Research, 60(11), 1109-1116. Reprinted with permission. All rights reserved.
dc.subjectconsumer mood
dc.subjectincongruency
dc.subjectinformation overload
dc.subjectinformation processing
dc.titleMood, Information Congruency, and Overload
dc.typearticle
dc.relation.doihttps://doi.org/10.1016/j.jbusres.2007.04.003
dc.description.legacydownloadsLaTour13_Mood__Information_Congruency_and_Overload.pdf: 572 downloads, before Aug. 1, 2020.
local.authorAffiliationBraun-LaTour, Kathryn A.: kal276@cornell.edu Cornell University
local.authorAffiliationPuccinelli, Nancy M.: Suffolk University
local.authorAffiliationMast, Fred W.: [University of Lausanne


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