Mood, media experiences and advertising

Studying moods and the effects that a mood has is an important topic in research into advertising. But nearly all data on mood effects are gathered in a forced exposure and lab context. In a real-life study we relate in this contribution mood to moments of media consumption. So we analyze at the level of a specific media consumption moment. Concluded is that there is a relation between mood and media experience and via this route with advertising effectiveness. And that this relationship differs for print and broadcast media. The mood of a consumer confronted with advertising is an important factor influencing the effectiveness of this advertising upon this consumer. Implications of our findings for the commercial media and advertising world are sketched.