Effect of Advertising Appeal and Emotional State on theMode of Information Processing

We used the process dissociation procedure to examine consumers' information processing in relation to advertising appeal and consumers' emotional state .The results show that , on the one hand ,under the divided-attention condition, the controlled processing of male is affected much more by rational appeal than that of female, the controlled processing of female is affected much more by emotional appeal than that of male, when facing emotional appeal, both male and female are affected by their emotional state ,but female is affected much more . On the other hand, the conflict of joyful emotion and rational appeal lowers the automatic processing of male.