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The Interplay of Mood and Regulatory Focus in Influencing Altruistic Behavior

Authors


Correspondence regarding this article should be sent to: Tae Hyun Baek, Assistant Professor of Advertising, Department of Communication Studies, Indiana University-Southeast, 4201 Grant Line Road, New Albany, IN 47150-6405 (tbaek@ius.edu).

ABSTRACT

Using the context of print advertising, this research examines how the effects of mood on altruistic behavior vary as a function of whether a promotion or prevention focus is involved in messaging for child sponsorship. The findings reveal that when an ad message is framed in promotion focus, a happy mood fosters more favorable attitude toward child sponsorship and willingness to sponsor than a sad mood. In contrast, the effects of mood on attitude toward child sponsorship and willingness to sponsor are attenuated when an ad message is framed in prevention focus. Further, the results shed light on the process underlying the interactive impact of mood and regulatory focus by demonstrating the mediating role of perceived elaboration and goal commitment in advertising persuasion.

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