The Effect of Emotional Certainty on Attitudes in Advertising
0
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
It is a well-established theory that emotion is influential in cognitive processing. Extensive prior research on emotion has shown that emotional factors, such as affect, mood, and feeling, play as information indicating whether he or she has enough knowledge. Most of their findings focused on the effect of emotional valence (i.g., one’s subjective positivity or negativity related with the emotion). Recently, several studies on emotion suggest that there is another dimension of emotion, which affects the type of cognitive processing. The studies argue that emotional certainty facilitates heuristic processing, whereas emotional uncertainty promotes systematic processing. Based on the findings, current study examines the effect of certainty on attitudes and recall. Specifically, the authors investigate the effect of certainty on how much effort individuals use to process advertising information and how certainty affects attitude formation toward the advertised product. The authors also focus on recall to clarify the working mechanism of certainty on attitudes, because recall performance reflects the depth of information processing. Based on previous findings, the authors hypothesize that uncertainty (vs. certainty) leads to more favorable attitudes as well as better recall, and conduct an experiment using a fictitious advertisement with 218 participants. The results confirm the predicted effects of certainty only on attitudes not recall. A possible explanation of this discrepancy between attitudes and recall lies in the measurement method, unaided recall. To rule out this possibility, the authors perform an additional analysis with the participants who recall any correct information of the target advertisement. The results show certainty has a negative effect on both attitudes and recall. A bootstrapping test reveals that recall mediates the effect of certainty on attitudes. This result confirms that certainty decreases elaboration, which in turn leads to less favorable attitudes relative to uncertainty. Additionally, our data shows the association among certainty, recall, and attitudes by showing the indirect effect of certainty on attitudes via recall. This research encourages practitioners in the field to emphasize that they should focus on target audiences’ emotional certainty before they provide the persuasive message, by showing that uncertainty promotes effortful processing, which in turn leads to better memory and more favorable attitudes.
Abstract
It is a well-established theory that emotion is influential in cognitive processing. Extensive prior research on emotion has shown that emotional factors, such as affect, mood, and feeling, play as information indicating whether he or she has enough knowledge. Most of their findings focused on the effect of emotional valence (i.g., one’s subjective positivity or negativity related with the emotion). Recently, several studies on emotion suggest that there is another dimension of emotion, which affects the type of cognitive processing. The studies argue that emotional certainty facilitates heuristic processing, whereas emotional uncertainty promotes systematic processing. Based on the findings, current study examines the effect of certainty on attitudes and recall. Specifically, the authors investigate the effect of certainty on how much effort individuals use to process advertising information and how certainty affects attitude formation toward the advertised product. The authors also focus on recall to clarify the working mechanism of certainty on attitudes, because recall performance reflects the depth of information processing. Based on previous findings, the authors hypothesize that uncertainty (vs. certainty) leads to more favorable attitudes as well as better recall, and conduct an experiment using a fictitious advertisement with 218 participants. The results confirm the predicted effects of certainty only on attitudes not recall. A possible explanation of this discrepancy between attitudes and recall lies in the measurement method, unaided recall. To rule out this possibility, the authors perform an additional analysis with the participants who recall any correct information of the target advertisement. The results show certainty has a negative effect on both attitudes and recall. A bootstrapping test reveals that recall mediates the effect of certainty on attitudes. This result confirms that certainty decreases elaboration, which in turn leads to less favorable attitudes relative to uncertainty. Additionally, our data shows the association among certainty, recall, and attitudes by showing the indirect effect of certainty on attitudes via recall. This research encourages practitioners in the field to emphasize that they should focus on target audiences’ emotional certainty before they provide the persuasive message, by showing that uncertainty promotes effortful processing, which in turn leads to better memory and more favorable attitudes.
참고문헌 (50)
- Aaker, Jennifer, "I seek pleasures we avoid pains: The role of self regulatory goals in information processing and persuasion", Journal of Consumer Research, 28(1), pp.33~49 (2001)
- Anderson, John R., "An elaborative processing explanation of depth of processing, In Levels of Processing in Human Memory", pp.385~403 (1979), Lawrence Erlbaum Associates
- Baas, Matthijs, "Emotions that associate with uncertainty lead to structured ideation", Emotion, 12(5), pp.1004~1014 (2012)
- Bagneux, Virginie, "Do (un)certainty appraisal tendencies reverse the influence of emotions on risk taking in sequential tasks?", Cognition and Emotion, 26(3), pp.568~576 (2012)
- Barsalou, Lawrence W., "Grounded cognition", Annual Review of Psychology, 59(1), pp.617~645 (2008)
- Batra, Rajeev, "The role of mood in advertising effectiveness", Journal of Consumer Research, 17(2), pp.203~214 (1990)
- Bless, Herbert, "Mood and persuasion: A cognitive response analysis", Personality and Social Psychology Bulletin, 16(2), pp.331~345 (1990)
- Bless, Herbert, "Mood and the use of scripts: Does a happy mood really lead to mindlessness?", Journal of Personality and Social Psychology, 71(4), pp.665~679 (1996)
- Bodenhausen, Galen V., "Negative affect and social judgment: The differential impact of anger and sadness", European Journal of Social Psychology, 24(1), pp.45~62 (1994)
- Bower, Gordon H., "Mood and memory", American Psychologist, 36(2), pp.129~148 (1981)
- Briñol, Pablo, "Happiness versus sadness as a determinant of thought confidence in persuasion: A selfvalidation analysis", Journal of Personality and Social Psychology, 93(5), pp.711~727 (2007)
- Caballero, "The role of affective focus: Replication and extension of mood congruent and memory", Journal of Personality and Individual Differences, 14(1), pp.191~197 (1993)
- Chaiken, Shelly, "Heuristic and systematic information processing within and beyond the persuasion context, In Unintended Thought", pp.212~252 (1989), Guilford
- Crano, William D., "Attitudes and persuasion", Annual Re view of Psychology, 57(1), pp.345~374 (2006)
- Dash, Suzanne R., "An experimental investigation of the role of negative mood in worry: The role of appraisals that facilitate systematic information processing", Journal of Behavior Therapy and Experimental Psychiatry, 43(2), pp.823~831 (2011)
- Edwards, John A., "Depression and the impression formation continuum: Piecemeal processing despite the availability of category information", Journal of Personality and Social Psychology, 64(4), pp.636~645 (1993)
- Ellsworth, Phoebe C., "From appraisal to emotion: Differences among unpleasant feelings", Motivation and Emotion, 12(3), pp.271~302 (1988)
- Forgas, Joseph P., "Mood effects on person-perception judgments", Journal of Personality and Social Psychology, 53(1), pp.53~60 (1987)
- Garcia-Marques, T., "Positivity can cue familiarity", Personality and Social Psychology Bulletin, 30(5), pp.585~593 (2004)
- Gleicher, Faith, "The effect of depression on the quantity and quality of social inference", Journal of Personality and Social Psychology, 61(1), pp.105~114 (1991)
- Grant, Susan J., "The effect of temporal frame on information considered in new product evaluation: the role of uncertainty", Journal of Consumer Research, 34(6), pp.897~913 (2008)
- Han, Seunghee, "Feelings and consumer decision making: The appraisal-tendency framework", Journal of Consumer Psychology, 17(3), pp.158~168 (2007)
- Hawk, Skyler T., "Face the noise: Embodied responses to nonverbal vocalizations of discrete emotions", Journal of Personality and Social Psychology, 102(4), pp.796~814 (2012)
- Herr, Paul M., "Affective influences on evaluative processing", Journal of Consumer Research, 38(5), pp.833~845 (2012)
- Holland, Rob W., "On the nature of attitude-behavior relations: the strong guide, the weak follow", European Journal of Social Psychology, 32(6), pp.869~876 (2002)
- Hwang, Yun Y., "The relative role of prior knowledge and involvement on cognitive-affective advertising evaluation", Asia Marketing Journal, 4(2), pp.104~132 (2002)
- Lee, Hak S., "The moderating effect of involvement and advertising type on information processing", Korean Management Review, 19(2), pp.100~114 (1990)
- Lee, Angela Y., "Perspective taking and embodiment, In Proceedings of Annual Conference of the Association for Consumer Research" (2010), Jacksonville
- Lerner, Jennifer S., "Beyond valence: Toward a model of emotion-specific influences on judgment and choice", Cognition and Emotion, 14(4), pp.473~493 (2000)
- Lerner, Jennifer S., "Fear, anger, and risk", Journal of Personality and Social Psychology, 81(1), pp.146~159 (2001)
- Lerner, Jennifer S., "Sober second thought: The effects of accountability, anger, and authoritarianism on attributions of responsibility", Personality and Social Psychology Bulletin, 24(6), pp.563~574 (1998)
- Lerner, Jennifer S., "Portrait of the angry decision maker: How appraisal tendencies shape anger’s influence on cognition", Journal of Behavioral Decision Making, 19(2), pp.115~137 (2006)
- Mackie, Diane M., "Feeling good, but not thinking straight: The impact of positive mood on persuasion, In Emotion and Social Judgment", pp.201~219 (1991), Routledge
- Mick, David G., "Levels of subjective comprehension in advertising processing and their relations to ad perceptions, attitudes, and memory", Journal of Consumer Research, 18(4), pp.411~424 (1992)
- Min, Dongwon, "Is power powerful? power, confidence, and goal pursuit", International Journal of Research in Marketing
- 민동원, "기업 이미지와 공익 연계 마케팅 간 적합성이 기업과 공익 연계 마케팅에 대한 태도에 미치는 영향", 광고학연구, 21(3), pp.7~25 (2010), 한국광고학회
- Schwarz, Nobert, "Feeling-as-information theory, In Handbook of Theories of Social Psychology", pp.289~308 (2010)
- Schwarz, Nobert, "Mood, misattribution, and judgments of well-being: Informative and directive-effects of affective states", Journal of Personality and Social Psychology, 45(2), pp.513~523 (1983)
- Smith, Craig A., "Patterns of cognitive appraisal in emotion", Journal of Personality and Social Psychology, 48(4), pp.813~838 (1985)
- Tiedens, Larissa Z., "Judgment under emotional certainty and uncertainty: The effects of specific emotions on information processing", Journal of Personality and Social Psychology, 81(6), pp.973~988 (2001)
- Tulving, Endel, "Encoding specificity and retrieval processes in episodic memory", Psychological Review, 80(5), pp.352~373 (1973)
- Tversky, Amos, "Availability: A heuristic for judging frequency and probability", Cognitive Psychology, 5(2), pp.207~232 (1973)
- Watkins, Philip C., "Mood-congruent memory in depression: Emotional priming or elaboration?", Journal of Abnormal Psychology, 101(3), pp.581~586 (1992)
- Weary, Gifford, "Causal uncertainty beliefs and diagnostic information seeking", Journal of Personality and Social Psychology, 73(4), pp.839~848 (1997)
- Wiltermuth, Scott S., "Incidental anger and the desire to evaluate", Organizational Behavior and Human Decision Processes, 116(1), pp.55~65 (2011)
- Winkielman, Piotr, "Mind at ease puts a smile on the face: Psychophysiological evidence that processing facilitation elicits positive affect", Journal of Personality and Social Psychology, 81(6), pp.989~1000 (2001)
- Winkielman, Piotr, "The hedonic marking of processing fluency: Implications for evaluative judgment, In The Psychology of Evaluation: Affective Processes in Cognition and Emotion", pp.189~217 (2003), Lawrence Erlbaum
- Winterich, Karen P., "Now that I'm sad, it's hard to be mad: The role of cognitive appraisals in emotional blunting", Personality and Social Psychology Bulletin, 36(11), pp.1467~1483 (2010)
- Young, Maia J., "Mad enough to see the other side: Anger and the search for disconfirming information", Cognition and Emotion, 25(1), pp.10~21 (2011)
- Zaichkowsky, Judith L., "Measuring the involvement construct", Journal of Consumer Research, 12(3), pp.341~352 (1985)