Abstract
This study examined the effects of mood and symbolic value on the evaluation of destination logos. It hypothesized that mood differences activate either holistic or analytic cognitive processing styles that, in turn, influence country logo evaluations. An experiment using a 2 × 3 between-subjects factorial design was conducted with undergraduate students as participants. The results showed that people in a positive mood engaged in holistic elaboration and consequently evaluated country logos more favorably than those in a negative mood. Mood had a great effect on the evaluation of logos with a low symbol-meaning congruence. The findings also suggested that processing style mediated the influence of mood on logo evaluations. Theoretical and practical implications are discussed.
| Original language | English |
|---|---|
| Pages (from-to) | 64-74 |
| Number of pages | 11 |
| Journal | Visual Communication Quarterly |
| Volume | 20 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2013 |
| Externally published | Yes |
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