Affect and persuasion: Mood effects on the processing of message content and context cues and on subsequent behaviour

Two experiments are reported examining the impact of recipients' mood on the processing of simple, everyday persuasive communications and on subsequent behaviour. Consistent with the general assumption that affective states may inform an individual about the state of its current environment, it was found that positive (as compared to neutral or negative) mood reduced subjects' motivation to systematically process both content information and contextual cues. Specifically, Experiment I demonstrated that, in a field setting, the behaviour of subjects who had been put in a good mood was less likely to reflect differences in message content than the behaviour of neutral mood subjects. Experiment 2 replicated and extended these findings, showing that good mood subjects' behaviour was uninfluenced by content as well as context information, whereas bad mood subjects did make use of both types of information. Subject's cognitive responses and evaluations paralleled the behavioural data. The results are discussed in terms of their compatibility with contemporary models of persuasion, and their implications for future research on mood and persuasion and on the interplay of affect and cognition in general are considered.     

The effects of good moods on systematic processing: “Willing but not able,or able but not willing?”

Previous research has indicated that good moods may disrupt systematic processing of persuasive messages (e.g., Worth & Mackie, 1987). Three experiments were conducted to attempt a replication of this disruptive effect and determine whether this effect is attributable either to cognitive capacity deficits (i.e., ability) or to motivational concerns (e.g., mood maintenance, desire to think about something other than the experimental topic). Several similarities were noted across the experiments. First, no interactions between mood and argument strength emerged on measures of message-based persuasion. Similarly, the quantity of message-related thoughts generated by our subjects was not consistently influenced by the manipulation of mood. Most importantly, consistent findings regarding the relationship between polarity of message elaborations and message-based persuasion implied that good moods may have disrupted message processing when (a) the message was low in personal relevance, (b) source information preceded the message itself, or (c) subjects were led to believe that their moods were stabilized by a drug. These results call into question the robustness of the alleged disruptive effect of positive mood on systematic processing, and are incompatible with the view that such effects are attributable to cognitive capacity deficits.Portions of this research were presented at the Annual Meetings of the American Psychological Association, Boston, August 1990, and San Francisco, August 1991. The authors wish to thank Richard E. Petty and several anonymous reviewers for their helpful comments.     

The Effects of Sales Message and Suspicion of Ulterior Motives on Salesperson Evaluation

This research investigates the extent to which a salesperson's presentation and consumer suspicion of ulterior motive affect salesperson evaluations and purchase intentions. Study 1 indicates that a salesperson's presentation plays an essential role in confirming or discontinuing consumer suspicion and that this process has important implications in the formation of salesperson attitudes. Evidence from Study 2 demonstrates that these interaction effects are mediated by persuasion‐motive attributions. The findings also support a direct link between attitude toward the salesperson and purchase intentions. Collectively, these results extend the persuasion literature by demonstrating that suspicion of motive is a dynamic state in which consumers entertain rival hypotheses about the salesperson (e.g., is the salesperson truly motivated to help me, or motivated to make his or her commission?) and that, depending on the degree of suspicion, the same salesperson's tactics will be processed very differently by consumers.     

On being happy and gullible: Mood effects on skepticism and the detection of deception

Are we more likely to believe or disbelieve another person depending on our mood state? Based on past research on interpersonal communication and recent work on affect and social cognition, we predicted and found that negative mood increased and positive mood decreased people’s skepticism and their ability to detect deception, consistent with the more externally focused, accommodative processing style promoted by negative affect. After a mood induction using positive, neutral or negative films, participants viewed deceptive or truthful interviews with individuals who denied committing a theft. Judgments of the targets’ guilt and their truthfulness were collected. As predicted, negative mood increased judges’ skepticism towards the targets, and improved their accuracy in detecting deceptive communications, while judges in a positive mood were more trusting and gullible. The relevance of these findings for everyday judgments of trust and the detection of deception are considered, and their implications for recent affect-cognition theories are discussed.     

Mood and multiple source characteristics: mood congruency of source consensus status and source trustworthiness as determinants of message scrutiny

This research deals with the interplay of mood and multiple source characteristics in regard to persuasion processes and attitudes. In a four-factorial experiment, mood (positive vs. negative), source consensus status (majority vs. minority), source trustworthiness (high vs. low), and message strength (strong vs. weak) were manipulated. Results were in line with predictions of a mood-congruent expectancies perspective rather than competing predictions of a mood-as-information perspective. Specifically, individuals in both moods evinced higher message scrutiny given mood-incongruent (vs. mood-congruent) source characteristics. That is, across source trustworthiness, positive (negative) mood led to higher message scrutiny given a minority (majority) versus a majority (minority) source. Furthermore, across source consensus, positive (negative) mood led to higher message scrutiny given an untrustworthy (trustworthy) versus a trustworthy (untrustworthy) source. Additional analyses revealed that processing effort increased from doubly mood-congruent source combinations (low effort) over mixed-source combinations (intermediate effort) to doubly mood-incongruent combinations (high effort). Implications are discussed.     

坏心情与工作行为：中庸思维跨层次的调节作用

本研究探讨工作中坏心情与3种工作行为(组织公民行为、反生产行为和任务绩效行为)在个体内水平的关系, 以及中庸思维在二者间跨层次的调节作用。采用经验抽样方法, 通过对72名员工历时两周的追踪调查, 获取被试每日心情状态和每日工作行为的数据。HLM 6.02分析表明：(1)每日坏心情显著地负向影响每日的组织公民行为和任务绩效行为, 而对反生产行为无显著影响; (2)中庸思维在“心情-行为”的联系间发挥调节作用, 高中庸思维者的坏心情对组织公民行为的负向影响较弱, 低中庸思维者的坏心情对组织公民行为的负向影响较强; 高中庸思维者的坏心情对任务绩效行为产生正向影响, 低中庸思维者的坏心情对任务绩效行为产生负向影响。     

特质性与情境性调节定向匹配效应的一致性

研究试图探讨基于不同性质的调节定向(特质性调节定向和情境性调节定向)而达成的匹配所导致的效应是否一致。实验一、二均采用2(调节定向：促进、防御)×2(信息框架：积极、消极)被试间设计, 分别考察了两种匹配对信息说服效果(包括信息价值评价、情绪强度、行为意向3项指标)的影响。MANOVA检验表明, 实验一中信息价值评价、情绪强度2项指标上的交互作用显著, 实验二中信息价值评价、情绪强度和行为意向3项指标上的交互作用显著; 这表明, 基于两种不同性质的调节定向所达成的匹配在对信息价值评价和情绪强度的影响上具有一致的效应, 但在对行为意向的影响上具有不一致的效应。这一结果对于理解两种不同性质的调节定向之间的差异以及基于两者而达成的两种调节匹配之间的差异具有较为重要的意义。     

Does Looking at the Positive Mean Feeling Good? Age and Individual Differences Matter

In this paper, we link age differences in gaze patterns toward emotional stimuli to later mood outcomes. While one might think that looking at more positive emotional material leads to better moods, and looking at more negative material leads to worse moods, it turns out that links between emotional looking and mood depend on age as well as individual differences. Though older people can feel good by looking more at positive material, in some cases young adults actually feel better by engaging visually with the negative. These age effects are further moderated by attentional abilities. Such findings suggest that different age groups may use looking differently, and this may reflect their preferences for using distinct emotion regulatory strategies. This work also serves as a reminder that regulatory efforts are not always successful at improving mood.     

Effects of perceptual and conceptual similarities on consumers' evaluations of copycat brand names

Copycats often choose brand names that mimic perceptual, conceptual, or both elements of leading brand names. Yet little is known about how perceptual and conceptual similarities of a copycat interact to affect consumers' evaluations, especially in logographic language systems (e.g., Chinese). Three laboratory experiments demonstrate that perceptual similarity alone leads to negative evaluations of copycat brand names; this negative effect, however, can be mitigated when conceptual similarity is added. The underlying mechanism for this effect can be traced to consumers' persuasion knowledge. Perceptual (vs. conceptual) similarity activates consumers' persuasion knowledge about the insincere motives of the copycat brand, which in turn shapes their brand evaluations. However, this effect can become less prominent when conceptual similarity is added because it alleviates use of persuasion knowledge, or when a consumer is in a happy mood because it neutralizes persuasion knowledge. These findings shed light on how different types of copycat strategies interact to affect copycat brand name evaluations and offer important implications for marketing practice. Copyright © 2015 John Wiley & Sons, Ltd.     

Embodied Attitude Change: A Self‐Validation Perspective

Our behavior can change what we like and dislike. Although it seems clear that we might like something more when we smile (versus frown), or when we nod our heads (versus shake), it is important to understand the processes responsible for these changes in evaluation. It might be that agreement behaviors such as smiling and nodding work as cue, make us think about everything in a positive light, or it might be that they encourage us not to think much about the information we receive. This review describes the basic processes underlying embodied change, highlighting the role of a recently discovered meta‐cognitive process (called self‐validation) by which bodily responses can validate or invalidate (instead of changing) our thoughts. This new mechanism can account for some already established outcomes in embodied persuasion (e.g., more persuasion with smiling than frowning), but by a different process than postulated previously (smiling increases confidence in thoughts), as well as for some new findings (e.g., more persuasion for low than high powerful postures; more self‐confidence when performing doubtful postures).     

Can negative affect eliminate the power of first impressions? Affective influences on primacy and recency effects in impression formation

Can good or bad mood influence the common tendency for people to form judgments based on first impressions? Based on research on impression formation and recent work on affect and social cognition, this experiment predicted and found that positive mood increased, and negative mood eliminated the primacy effect. After an autobiographical mood induction (recalling happy or sad past events), participants (N = 284) formed impressions about a character, Jim described either in an introvert-extrovert, or an extrovert-introvert sequence (Luchins, 1958). Impression formation judgments revealed clear mood and primacy main effects, as well as a mood by primacy interaction. Primacy effects were increased by positive mood, consistent with the more assimilative, holistic processing style associated with positive affect. Negative mood in turn eliminated primacy effects, consistent with a more accommodative, externally focused processing style. The relevance of these findings for first impressions in everyday judgments is considered, and their implications for recent affect-cognition theories are discussed.     

Effect of Musical Accompaniment on Attitude: The Guitar as a Prop for Persuasion

This study examined the effects on attitude, mood, and recall of embedding a communication in different musical art forms. Subjects listened to four folk songs, each of which either had or did not have guitar accompaniment, and which were either sung or dramatically spoken. Results indicated greater positive emotional arousal and greater persuasion with the presence of guitar accompaniment. The sung-spoken variation had few effects. The results were interpreted as supporting a conclusion of Dabbs and Janis (1965) that a pleasant activity such as eating creates a momentary mood of compliance toward a communication's recommendations. The present study generalized Dabbs and Janis' conclusion to a stimulus situation involving instrumental music. An alternative interpretation that the music inhibited counterargument production was discussed and rejected. The implications of the study for a more general arousal-persuasion model were noted.     

Affect and job satisfaction: a study of their relationship at work and at home

The authors investigated 2 broad issues: (a) across- and within-individual relationships between mood and job satisfaction and (b) spillover in moods experienced at work and at home. Using an experience-sampling methodology, they collected multisource data from a sample of 74 working individuals. Multilevel results revealed that job satisfaction affected positive mood after work and that the spillover of job satisfaction onto positive and negative mood was stronger for employees high in trait-positive and trait-negative affectivity, respectively. Results also revealed that the effect of mood at work on job satisfaction weakened as the time interval between the measurements increased. Finally, positive (negative) moods at work affected positive (negative) moods experienced later at home.     

When self-help materials help: Examining the effects of self-discrepancy and modes of delivery of positive self-statements

Self-help materials inculcating individuals with positive self-statements are popular in recent years, although the effectiveness of such self-statements on improving individuals’ psychological well-being has not yet been confirmed. Using a control-group pre-test/post-test design, we examined how positive self-statements may or may not benefit individuals’ mood. Individual characteristics and modes of delivery were found to moderate mood changes resulting from positive self-statements. Specifically, we found that participants experienced negative mood change after reading positive self-statements, if they have low level of need satisfaction. However, we also found that participants experienced a mood boost after listening to positive self-statements, and this effect was unrelated to self-esteem or need satisfaction. These findings suggest that self-help materials with a focus on positive self-statements should be used with caution.     

Kuhn and the Question of Pursuit Worthiness

The aim of this paper is, on the one hand, to critically investigate Kuhn’s stance on the assessment of the pursuit worthiness of scientific theories, and, on the other hand, to show the actuality of some of Kuhn’s points on this issue, in view of their critical analysis. To this end we show that Kuhn presents certain tools, which may help scientists to overcome communication breakdowns when engaging in the process of rational deliberation regarding the question whether a theory is worthy of further pursuit. These tools are persuasion, translation and interpretation. However, we argue that the perspective of epistemic semantic monism present in Kuhn’s work obstructs the full applicability of these tools. We show that dropping this perspective makes the notions of persuasion and interpretation more fruitful, and moreover, allows for a pluralism of scientific theories and practices that complements the pluralism based on disagreement among scientists, emphasized by Kuhn.     

On being happy but fearing failure: The effects of mood on self-handicapping strategies

Does temporary mood influence people’s tendency to engage in self-handicapping behaviors? Based on past research on self-handicapping and recent work on affect and social behaviors, this experiment predicted and found that positive mood significantly increased the tendency to engage in two kinds of self-handicapping strategies. Participants (N = 94) first received contingent or non-contingent positive feedback about performance on a task of ‘cognitive abilities’, and then underwent a positive, neutral, or negative mood induction using video films. Self-handicapping was assessed in terms of their subsequent preference for (a) drinking a performance-enhancing, or performance-inhibiting herbal tea, and (b) engaging or not engaging in performance-enhancing cognitive practice. As predicted, happy mood and non-contingent feedback significantly increased self-handicapping on both measures. The implications of these results for everyday performance tasks, and for recent affect-cognition theories, are discussed.     

How the Consideration of Positive Emotions Influences Persuasion: The Differential Effect of Pride Versus Joy

Although pride and joy are both positive emotions, we expected their consideration to affect persuasion differently because of the different perspectives (near vs. distant) and level of abstractness they involve, with pride being more abstract than joy. Therefore, we predicted that when the attitude object is construed at a high level rather than a low level, the consideration of pride is likely to promote more persuasion than the consideration of joy. In three studies, we found that the consideration of pride, when featured in the persuasion message (Studies 1a and 1b) or incidentally (Study 2), increased persuasion more than did the consideration of joy, when the persuasion object was temporally distant compared with temporally near (Studies 1a and 1b) or construed as a high‐level category compared with a more concrete individual (Study 2). These findings advance our understanding of the ways in which specific emotions may affect persuasion, beyond valence. Copyright © 2014 John Wiley & Sons, Ltd.     

Mood effects on dominated choices: Positive mood induces departures from logical rules

In two studies, we investigated the role of mood states in dominated behavioral choices. Past research has shown that mood effects on judgment and decision‐making can be pervasive. Yet, the role of mood in dominated choices has so far been neglected. The present research represents a first empirical examination of mood effects on dominated choices. We measured (Study 1) or manipulated (Study 2) mood states in participants who made a series of choices in a gambling game. In this choice task without trade‐offs, participants were provided with information about the outcomes and probabilities associated with each choice option. The strategy to maximize the expected mean outcome implied the application of a straightforward and logical rule: Always choose the dominant option with the highest expected value. It has been argued in the literature that mood should have little or no impact when preferences are clear or strong. Still, we expected that mood states would affect even these dominated choices, building on previous work that showed that positive mood states enhance flexibility, creativity, and explorative behavior. The results showed that decisions made in a happier mood were less often in accordance with the logical rule than decisions made in a sadder mood. To conclude, happier mood states are associated to a lesser extent with decisions in accordance with a rule‐based strategy that maximizes expected mean outcomes in dominated choices. Copyright © 2010 John Wiley & Sons, Ltd.     

Travel and residual emotional well-being

This study addresses the question of how work commutes change positive versus negative and active versus passive mood experienced after the commutes. Analyses are presented for 230 time-sampled morning commutes to work, made by 146 randomly sampled people in three different Swedish cities, asking them to use smartphones to report mood before, directly after, and later in the work place after the commute. The results show that self-reported positive emotional responses evoked by critical incidents are related to mood changes directly after the commute but not later in the day. It is also shown that satisfaction with the commute, measured retrospectively, is related to travel mode, travel time, as well as both positive and negative emotional responses to critical incidents.