The Role of Mood and Attribute Expectation on Recall: Comparing Broaden-and-Build Theory to the Affect Infusion Model
Document Type
Article
Publication Date
1-1-2015
Abstract
In this research we investigate the influence of mood on the recall of expected vs. unexpected attributes and test two explanations for the effects (Broaden-and-build Theory vs. the Affect Infusion Model). Central to our understanding of recall is the resource allocation model (Ellis and Ashbrook 1988), which is based on the allocation of cognitive resources such as attention. According to this theory, the more attention given to information at encoding the more accurately this information is recalled. In examining the role of mood and attribute type (unexpected/expected), the resource allocation model predicts the pattern of attribute recall should match the pattern of response times at encoding. That is, regardless of the condition, longer encoding times should result in superior recall. Interestingly, our data did not fit this theory. Thus, the purpose of this research is to evaluate two competing theories that might offer insight as to these interesting recall effects for mood and attribute type.
Publication Source (Journal or Book title)
Developments in Marketing Science Proceedings of the Academy of Marketing Science
First Page
250
Recommended Citation
Fukawa, N., Niedrich, R., & Folse, J. (2015). The Role of Mood and Attribute Expectation on Recall: Comparing Broaden-and-Build Theory to the Affect Infusion Model. Developments in Marketing Science Proceedings of the Academy of Marketing Science, 250. https://doi.org/10.1007/978-3-319-10963-3_146