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본 연구는 프로그램 맥락에서 유발된 무드와 광고의 감정모호성 간의 상호작용을 밝히고, 그에 따른 휴리스틱 기제가 어떻게 작용하는지를 알아보기 위한 것이었다. 전통적인 무드효과 연구들은 긍정적 무드와 부정적 무드의 기제가 독립적으로 작용한다고 믿지만, 본 연구는 HSM(Heuristic-Systematic Model)의 편향가설에 기초하여 무드효과에 휴리스틱 및 체계적 처리가 상호작용함을 가정한다. 본 연구는 108명의 대학생을 대상으로 프로그램을 이용한 맥락적 무드를 조작하고 그에 따른 광고효과와 생리적 각성을 측정하는 실험연구를 수행했다. 본 연구에서 독립변인은 집단 간 변인인 프로그램 무드(유쾌/불쾌)와 집단 내 변인인 광고의 감정 유인가(긍정/모호/부정), 그리고 집단 간 변인인 중간광고(유/무)와 중간광고의 시간고지(유/무) 조건이었다. 종속변인은 광고태도, 브랜드태도, 광고회상이었고, 광고 및 브랜드에 대한 친숙성과 생리적 각성은 통제변인이었다. 연구결과, 부정적 무드의 참여자들은 긍정적 무드의 참여자들에 비해 명백한 감정소구(긍정/부정)의 광고보다 모호한 감정소구의 광고에서 브랜드에 대한 긍정적 평가가 높았고(프로그램 무드와 광고감정 유인가의 유의미한 상호작용), 광고회상에서는 유쾌한 무드의 일치효과를 발견했다. 또한 중간광고의 브랜드태도에 프로그램 무드가 긍정적 영향을 주고, 회상은 중간광고의 시간고지 유무에 따라 제한적으로 영향을 받는 것으로 나타났다. 마지막으로 본 연구결과에 대한 이론적 함의, 특히 긍정적 무드와 부정적 무드에 작용하는 처리 기제와 연구의 한계점을 논의하였다.
Drawing on HSM (Heuristic-Systematic Model)’s bias hypothesis, this study examines how the theoretical mechanism to mood effects differently affects the relationship between program-induced mood and affective ambiguity in commercial breaks, on the attitude toward brand and advertising recall. In a experiment, 108 undergraduate students evaluate advertising and brands which include three types of emotional ad appeals. Also, this study use psychophysiological measures to empirically investigate the arousal state while subjects view the TV programs. Results indicate that the proposed hypotheses receive support in that the effect of negative mood can be moderated by affective ambiguity in commercial breaks on brand attitudes. Results also show that the relationship between the positive program-induced mood and ad recall is contingent on the positive valence of advertising’s affects. Interestingly, these findings support the HSM’s bias hypothesis that suggests the interplay of heuristic and systematic processing. Additionally, our results indicate that negative program-induced mood is relatively associated with the attitude toward brands in middle-commercial breaks. Theoretical implication to advertising effectiveness literature are discussed along with disputable issues how program-induced mood affects the processing of advertising and brand.
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