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Mood and Persuasion

A Cognitive Response Analysis

Universität Heidelberg

Gerd Bohner

Universität Heidelberg

Norbert Schwarz

Zentrum für Umfragen, Methoden und Analysen (ZUMA), Mannheim

Fritz Strack

Universität Mannheim

The impact of happy and sad moods on the processing of persuasive communications is explored. In Experiment 1, sad subjects were influenced by a counter attitudinal message only if the arguments presented were strong, not if they were weak Happy subjects, however, were equally persuaded by strong and weak arguments, unless explicitly instructed to pay attention to the content of the message. Subjects' cognitive responses revealed a parallel pattern, suggesting that the findings reflect the impact of mood on cognitive elaboration of the message. In Experiment 2, working on a distractor task during message exposure eliminated the advantage of strong over weak arguments under bad-mood conditions. Good-mood subjects were not affected by a distracting task, suggesting that they did not engage in message elaboration to begin with. It is concluded that subjects in a good mood are less likely to engage in message elaboration than subjects in a bad mood.

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