Question

highlight the negative points of advertising​

Answer 1

Few consumer researchers doubt the pervasive and important influence that mood has on the processing of information and decision making by consumers. Strong evidence suggests that individual choice behavior can be based on affective as well as rational factors. Further, the impact of mood states on the consumer decision process appears to be a function of the valence of the current mood. Most of the studies that have investigated the role of mood or emotion in advertising have looked at the ability of ads to elicit different affective states. This work has popularized the “attitude toward the ad” stream of research which typically views this construct as an intervening variable that mediates the effects of the advertising message on brand attitudes and preferences.