The impact of ‘shopping mode’ and mood on receptiveness to advertising

This article looks at research to explore how a consumer’s mood affects how they absorb advertising messages when shopping.

The impact of 'shopping mode' and mood on receptiveness to advertising

Dr. Peter SteidlNeurothinking

Consumers may use Google to search for answers, Facebook to socialise and a shopping discovery platform such as eBay, Alibaba or Amazon to window shop. How do these different modes impact on their receptiveness to different advertising messages and marketing initiatives?

Going shopping or doing the shopping?

The mood a consumer is in has a significant impact on her receptiveness to messages. A number of studies have shown that mood congruence between content – say a television or radio program, magazine story, movie, YouTube video,...

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