The role in television advertising recall and recognition: A study measuring mood-congruent learning
Year: 1991
Type: dissertation
Abstract: This research paper investigated the relationship between one's psychological state \n(i.e., mood) and one's ability to recall and recognize television commercials. Of primary \ninterest was the mood-congruent learning theory. Mood-congruent learning occurs when a \nperson is better able to recall information that is biased toward his or her current affective \nstate. \nThis study viewed mood as a person's affective state at the time of advertising \nexposure and investigated its affects on recall and recognition. Subjects were coded into \none of four mood dimensions (i.e., high positive, low positive, high negative and low \nnegative) using Watson and Tellegen's (1985) Consensual Mood Structure. Pre-test \nsubjects coded 12 television commercials using the same mood structures found in Watson \nand Tellegen's model. \nThis study involved 44 subjects (undergraduate mass communication students at \nTexas Tech University) and found that mood-congruent learning does occur for television \ncommercials when learning is measured by recall and recognition. However, this study \nalso determined that there is no inverse relationship for learning mood-congruent \ncommercials. Recall and recognition scored were not always lower for commercials in \nopposite mood dimensions from the subjects' pre-exposure mood dimension. \nThe test subjects and the television commercials were also coded according to their \nlevel of affect (i.e., high affect and low affect). This study found that affect-congruent \nlearning also occurred for television commercials when learning is measured by recall and \nrecognition.
Author: Jay Matthew Ostahowski
Language: English
Subfield: Cognitive Neuroscience
Field: Neuroscience
Domain: Life Sciences
Open Access status: green
OpenAlex ID: W2283079307