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Experimental Investigation of How Emotion Spillover Affects Attitude Formation and Decision about Product Choice

Presenters: YoYo Zhan, Narine Yegiyan

Jun 01, 2017
from 12:00 PM to 01:00 PM

Kerr Hall 386

Presenters: YoYo ZhanNarine Yegiyan

Title: Experimental Investigation of How Emotion Spillover Affects Attitude Formation and Decision about Product Choice

Abstract: This paper bridges motivational theories of information processing and persuasion theories to explore the mechanism by which emotional tone from a preceding content affects the persuasion outcome of the following advertisement. Emotion spillover effect is conceptualized as excitation transfer effect modulated by memory consolidation (Wang & Lang, 2012; Yegiyan, 2015). Previous studies find that emotional tone from a preceding content can affect the information processing strategies of a following message by influencing the motivational activation during the following message (Wang & Lang, 2012) and competing with the information processing of the message for cognitive resources (Yegiyan, 2015). This study argues that emotional spillover from a preceding content can affect the information processing strategies of the advertisement, which in turn will moderate the impact of argument quality on attitude formation and decision making. A total of 360 participants are recruited in this study. This study will advance theoretical understanding of emotion spillover effect and provide guidance on designing effective advertisements.    

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