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Cognitive Moderators of Negative-Emotion Effects: Implications for Understanding Media Context

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  • Murry, John P, Jr
  • Dacin, Peter A

Abstract

This study examines how emotions elicited by television programs influence viewers' liking for the programs. An experiment using actual television programs found that positive emotions directly enhance program liking, while negative emotions have a deleterious effect. However, the latter effect diminishes when viewers believe that the negative emotions elicited by the programs do not signal threats to their well-being. These findings support the theory that positive emotions influence evaluations via simple decision heuristics, while negative emotions motivate detailed analyses of the emoting event or stimulus. Copyright 1996 by the University of Chicago.

Suggested Citation

  • Murry, John P, Jr & Dacin, Peter A, 1996. "Cognitive Moderators of Negative-Emotion Effects: Implications for Understanding Media Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(4), pages 439-447, March.
    • Handle: RePEc:oup:jconrs:v:22:y:1996:i:4:p:439-47
    DOI: 10.1086/209460
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    Cited by:

    1. Pons, Frank & Giroux, Marilyn & Mourali, Mehdi & Zins, Michel, 2016. "The relationship between density perceptions and satisfaction in the retail setting: Mediation and moderation effects," Journal of Business Research, Elsevier, vol. 69(2), pages 1000-1007.
    2. Safarzadeh Hossein & Askary Furuzandeh, 2013. "Investigating the Impact of Advertising on Customers¡¯ Behavioral Intentions A Case of Agriculture Bank," Business and Economic Research, Macrothink Institute, vol. 3(1), pages 1-20, June.
    3. Benoit, Ilgım Dara & Miller, Elizabeth G., 2022. "Enhancing creativity perception through fear," Journal of Business Research, Elsevier, vol. 139(C), pages 1084-1098.
    4. Braun-LaTour, Kathryn A. & Puccinelli, Nancy M. & Mast, Fred W., 2007. "Mood, information congruency, and overload," Journal of Business Research, Elsevier, vol. 60(11), pages 1109-1116, November.
    5. Banerski Grzegorz & Biele Cezary & Awdziej Marcin & Kaczyński Adam & Molenda Sylwester, 2021. "Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(2), pages 2-32, June.

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