The Interplay of Mood and Regulatory Focus in Influencing Altruistic Behavior

ABSTRACT Using the context of print advertising, this research examines how the effects of mood on altruistic behavior vary as a function of whether a promotion or prevention focus is involved in messaging for child sponsorship. The findings reveal that when an ad message is framed in promotion focu...

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Bibliographic Details
Published in:Psychology & marketing 2013-08, Vol.30 (8), p.635-646
Main Authors: Baek, Tae Hyun, Reid, Leonard N.
Format: Article
Language:English
Subjects:
Altruism
Commitments
Consumer behavior
Corporate sponsorship
Emotions
Studies
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Summary:ABSTRACT Using the context of print advertising, this research examines how the effects of mood on altruistic behavior vary as a function of whether a promotion or prevention focus is involved in messaging for child sponsorship. The findings reveal that when an ad message is framed in promotion focus, a happy mood fosters more favorable attitude toward child sponsorship and willingness to sponsor than a sad mood. In contrast, the effects of mood on attitude toward child sponsorship and willingness to sponsor are attenuated when an ad message is framed in prevention focus. Further, the results shed light on the process underlying the interactive impact of mood and regulatory focus by demonstrating the mediating role of perceived elaboration and goal commitment in advertising persuasion.
ISSN:0742-6046
1520-6793
DOI:10.1002/mar.20634