Happy and Sad TV Programs: How They Affect Reactions to Commercials

Abstract

Relative to a sad TV program, a happy program induced: (1) a happier mood as viewers watched both program and commercials, (2) greater perceived commercial effectiveness, (3) more affectively positive cognitive responses, and (4) to some extent, better recall. A main effect for commercial type was also noted, with emotional commercials leading to generally more positive reactions than informational commercials. A significant program-by-commercial interaction was obtained for the viewer's mood during the commercial, with the program effect greater for those viewing emotional commercials than for those viewing informational commercials.