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Positive mood can increase or decrease message scrutiny: the hedonic contingency view of mood and message processing

D T Wegener1, R E Petty, S M Smith

  • 1Department of Psychology, Yale University, New Haven, Connecticut 06520-8205, USA.

Journal of Personality and Social Psychology
|July 1, 1995
PubMed
Summary
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Happy moods can increase message scrutiny, contrary to popular belief. People in happy moods pay more attention to persuasive messages when considering potential emotional outcomes.

Area of Science:

  • Psychology
  • Social Psychology
  • Cognitive Psychology

Background:

  • Dominant theories suggest happy moods reduce persuasive message scrutiny.
  • These theories include cognitive capacity and feelings-as-information approaches.
  • The hedonic contingency view offers an alternative perspective.

Purpose of the Study:

  • To investigate the nuanced effects of mood on persuasive message processing.
  • To test the hedonic contingency view against dominant explanations.
  • To determine when happy moods might enhance, rather than inhibit, message scrutiny.

Main Methods:

  • Two experiments were conducted to examine mood and message scrutiny.
  • Participants' moods were manipulated (happy, neutral, sad).

Related Experiment Videos

  • Message scrutiny was assessed under varying message conditions (mood-threatening vs. uplifting/depressing).

    • Main Results:

    • Experiment 1: Happy mood led to greater scrutiny than neutral mood for non-mood-threatening messages.
    • Experiment 2: Happy mood increased scrutiny for uplifting messages but decreased it for depressing messages, compared to sad moods.
    • Findings support the hedonic contingency view.

    Conclusions:

    • Happy moods do not always lead to less message scrutiny.
    • Mood effects on processing depend on the message's emotional valence and potential hedonic consequences.
    • Individuals in happy moods may scrutinize messages more when attending to potential emotional outcomes.