The Effect of Mood and Stress on Ad Awareness

Richard Shotton, author and founder of Astroten, explores how mood and stress influences our ability to notice and remember ads.

Using findings Fred Bronner’s study, ‘In the Mood for Advertising,’ this episode reveals how emotions like happiness, unhappiness, relaxation, and stress can shape ad awareness. Richard breaks down the research to show how different emotional states can either enhance or reduce how well an ad is received and recalled.

From his findings, he also discusses how these insights can inform smarter media planning.

Watch the video to learn more and download the presentation deck above.