The impact of moods generated by television programs on responses to advertising

Abstract The impact of television‐program‐generated moods on the processing of embedded advertisements was examined within an experimental setting. Results show that program‐induced moods affected the amount of message recall and cognitive responses toward the advertisement. In addition, the results show that the affective bias in the cognitive responses toward the advertisement is affected by program‐induced moods. The implications of the results and directions for a program of research are discussed.