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The Influence of Mood and Attribute Framing on Consumer Response Toward Persuasive Appeals

Two experiments examined the influence of mood and attribute framing on consumer response toward persuasive appeals. Subjects exhibited more favorable attitudes and purchase intent when exposed to positive attribute frames than comparable negative ones. These effects were attenuated under high-elaboration conditions. Positive moods engendered more favorable thoughts and enhanced the persuasiveness of positive attribute frames, whereas negative moods elicited the least favorable outcomes for positively framed messages. Finally, mood and frame valence did not influence the depth of processing but had a consistent influence on the style of processing—positive frames and moods induced relational processing whereas negative frames and moods engendered item-specific processing.