Mood, information congruency, and overload

Kathryn A. Braun-LaTour, Nancy M. Puccinelli, Fred W. Mast

Research output: Contribution to journalArticle

20 Citations (Scopus)

Abstract

Marketers 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.

Original languageEnglish
Pages (from-to)1109-1116
Number of pages8
JournalJournal of Business Research
Volume60
Issue number11
DOIs
Publication statusPublished - Nov 2007

Fingerprint

Congruency
Mood
Overload
Marketers
Language
Computer experiments
Experiment
Situational factors
Information overload

Keywords

  • Congruency
  • Information overload
  • Mood
  • Processing
  • Schema

Cite this

Mood, information congruency, and overload. / Braun-LaTour, Kathryn A.; Puccinelli, Nancy M.; Mast, Fred W.

In: Journal of Business Research, Vol. 60, No. 11, 11.2007, p. 1109-1116.

Research output: Contribution to journalArticle

Braun-LaTour, Kathryn A. ; Puccinelli, Nancy M. ; Mast, Fred W. / Mood, information congruency, and overload. In: Journal of Business Research. 2007 ; Vol. 60, No. 11. pp. 1109-1116.
@article{46afe2b6f41b44979a8199d04dff47c3,
title = "Mood, information congruency, and overload",
abstract = "Marketers 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.",
keywords = "Congruency, Information overload, Mood, Processing, Schema",
author = "Braun-LaTour, {Kathryn A.} and Puccinelli, {Nancy M.} and Mast, {Fred W.}",
year = "2007",
month = "11",
doi = "10.1016/j.jbusres.2007.04.003",
language = "English",
volume = "60",
pages = "1109--1116",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier",
number = "11",

}

TY - JOUR

T1 - Mood, information congruency, and overload

AU - Braun-LaTour, Kathryn A.

AU - Puccinelli, Nancy M.

AU - Mast, Fred W.

PY - 2007/11

Y1 - 2007/11

N2 - Marketers 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.

AB - Marketers 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.

KW - Congruency

KW - Information overload

KW - Mood

KW - Processing

KW - Schema

UR - http://www.scopus.com/inward/record.url?scp=34848845032&partnerID=8YFLogxK

UR - http://dx.doi.org/10.1016/j.jbusres.2007.04.003

U2 - 10.1016/j.jbusres.2007.04.003

DO - 10.1016/j.jbusres.2007.04.003

M3 - Article

VL - 60

SP - 1109

EP - 1116

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

IS - 11

ER -