TY  - JOUR
T1  - THE INFLUENCE OF CYNICISM ON MOOD EFFECT IN ADVERTISING
AU  - Lin, Chih-huang
PY  - 2020
DA  - June
DO  - 10.17261/Pressacademia.2020.1224
JF  - Journal of Management Marketing and Logistics
JO  - JMML
PB  - Dilek TEKER
WT  - DergiPark
SN  - 2148-6670
SP  - 66
EP  - 71
VL  - 7
IS  - 2
LA  - en
AB  - 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.
KW  - Cynicism
KW  - mood
KW  - attitude
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UR  - https://doi.org/10.17261/Pressacademia.2020.1224
L1  - https://dergipark.org.tr/en/download/article-file/1171212
ER  -