#12578. Effects of Affect: How Mood and Arousal Influence Consumer Evaluation of Search Engine Result Page (SERP) Ad Snippets

October 2026publication date
Proposal available till 03-06-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Communication;
Marketing;
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Abstract:
An experiment was conducted with the goal of determining how mood and arousal influence the way consumers process ad information in a search engine result page (SERP) environment. By focusing on the relationships among mood, arousal, and search ad snippet length, the study shows that mood and arousal states influence information processing (heuristic vs. systematic) on search pages both independently and jointly. Using the heuristic-systematic model, the present research explains how information processing modes triggered by mood and amplified by arousal shape the processing and evaluations of search ads with different snippet lengths. Both theoretical and practical implications are discussed.
Keywords:
Clickstreams or navigation; context effects; keyword advertising; online advertising

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