What happens when you're lost between happiness and sadness? Effects on consumers' cognitive responses

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dc.contributor.authorUrsavas, Baris
dc.contributor.authorHesapci-Sanaktekin, Ozlem
dc.date.accessioned2024-07-18T20:42:45Z
dc.date.available2024-07-18T20:42:45Z
dc.date.issued2013
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description.abstractTwo experiments examine the effects of dramatic contrast between the music and the message of an ad on consumers' temporal perceptions and memory. Results suggest that individuals' level of discomfort with ambiguity (DWA) plays a significant role in memory and temporal perceptions when being exposed to auditory stimuli that incorporate two oppositely-valenced affective components. Music that creates dramatic contrast with the ad message leads to weaker recall and recognition for the ad messages, and lower ad duration estimates for subjects with high discomfort with ambiguity. Further, results reveal an effect of prior mood on cognitive responses toward stimuli that create dramatic contrast. Participants in a positive (vs. negative) mood report better recall and recognition, and lower but more accurate duration estimates in the case of a stimulus creating dramatic contrast. (C) 2012 Elsevier Inc. All rights reserved.en_US
dc.identifier.doi10.1016/j.jbusres.2011.12.013
dc.identifier.endpage940en_US
dc.identifier.issn0148-2963
dc.identifier.issn1873-7978
dc.identifier.issue7en_US
dc.identifier.scopus2-s2.0-84876709271en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.startpage933en_US
dc.identifier.urihttps://doi.org/10.1016/j.jbusres.2011.12.013
dc.identifier.urihttps://hdl.handle.net/11411/7406
dc.identifier.volume66en_US
dc.identifier.wosWOS:000319092200020en_US
dc.identifier.wosqualityQ3en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherElsevier Science Incen_US
dc.relation.ispartofJournal of Business Researchen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectMixed Emotionsen_US
dc.subjectEmotional Ambivalenceen_US
dc.subjectMemoryen_US
dc.subjectTemporal Perceptionen_US
dc.subjectBackground Musicen_US
dc.subjectMixed Emotionsen_US
dc.subjectMooden_US
dc.subjectConsumptionen_US
dc.subjectAmbivalenceen_US
dc.subjectExperienceen_US
dc.subjectFeelingsen_US
dc.subjectBehavioren_US
dc.subjectDeficitsen_US
dc.subjectImageryen_US
dc.titleWhat happens when you're lost between happiness and sadness? Effects on consumers' cognitive responsesen_US
dc.typeArticleen_US

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