@article{article_758591, title={THE INFLUENCE OF CYNICISM ON MOOD EFFECT IN ADVERTISING}, journal={Journal of Management Marketing and Logistics}, volume={7}, pages={66–71}, year={2020}, DOI={10.17261/Pressacademia.2020.1224}, author={Lin, Chih-huang}, keywords={Cynicism,mood,attitude}, abstract={Purpose- The present study introduces the construct of cynicism in consumer behaviour domain. Specifically, this article investigates how cynical individuals behave differently from non-cynical individuals in marketplace. Methodology- In other words, this study examines the impact of cynicism on the mood effect in relation to attitude toward advertising. The experiment examines the interactions between cynicism and mood states.
Findings- Data from the experiment shows that cynical consumers do have different ads information processing strategies from non-cynical consumers. Moreover, happy cynical consumers exhibit most favorable attitude toward the ads.
Conclusion- Cynicism is characterized by a perception of a pervasive, systematic lack of trust or integrity in human nature, which could be seen as a stable individual difference or dispositional variable. Empirical data suggests that cynical consumers do have different ads information processing strategies from non-cynical consumers. Furthermore, happy cynical consumers exhibit most favorable attitude toward the ads.}, number={2}, publisher={Dilek TEKER}