Five Seconds to the Ad: How ProgramInduced Mood Affects Ad Countdown Effects: An Abstract
The study examines what effects a 5 s countdown warning will have on consumer’s attitudes toward the advertisement depending on the main program content. This study builds upon several theoretical models concerning program-induced moods in relation to viewer’s judgment to commercial advertisements. Findings from two studies suggest that program-induced mood systematically influences attitude toward the inserted ad with (vs. without) a 5 s countdown: for the negative-affect program, attitude toward the ad was more positive when the ad was preceded by the countdown than when the ad was not preceded by the countdown. However, for the positive-affect program, attitude toward the ad was more negative when the ad was preceded by the countdown than when the ad was not preceded by the countdown. A similar interaction was found with purchase intent.
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