It is hard to make them happy when they are full of hopes
It is hard to make them happy when they are full of hopes
Abstract: Although previous context effect literatures have confirmed the mood congruence effect, this study attempts to examine the emotional blunting phenomenon that could possibly occurs between same valence emotions when the emotions have a different appraisal. Building on the Appraisal tendency framework and emotional blunting hypothesis, the current study examines how emotions elicited by a media context could carry over and blunt the subsequent emotional experiences induced by a commercial that follows. The findings of the study will not only contribute to the theory of advertising but also provide a useful guide to help practitioners implement a proper ad placement.
Related Research
-
Pleased to Announce – Episode 2Keith Wilson presented his live documentary performance, “Pleased to Announce – Episode 2” at the Cannes Docs Doc Day, part of the Marché du Film – Festival de Cannes on May […]
-
Weaponizing Woke: Black and White Voter Responses, Intentions, and Perceived Support to a Politician’s Commentary on XDenetra Walker and Joshua Cloudy. “Weaponizing Woke: Black and White Voter Responses, Intentions, and Perceived Support to a Politician’s Commentary on X.” Presentation for 76th Annual Conference of the International Communication Association. Presented […]