Campus Only Senior Thesis
Bachelor of Arts
© 2018 Cynthia N. Irobunda
Previous literature has shown how mood influences persuasion. The aim of this study is to investigate how the persuasion and elaboration of strong and weak arguments are increased or decreased by positive and negative moods, that will be induced through distinct video selections. Participants will be asked to watch a video that incorporates specific music and dancing to induce a positive or negative mood. This study is a 2 mood induction (positive vs. negative) X 2 argument strength (strong vs. weak) design. The results of the two-way ANOVA will show that elaboration is suspected to decrease when one is in a positive mood, but increase in a negative mood. Strong arguments are expected to be more persuasive than weak arguments. Mood and dance will successfully induce positive and negative mood. Mood and argument strength will influence persuasion and elaboration. Implications for this study are expected to further research on how to use music and dance in persuasive appeals, and how mood plays a role in emotional decision-making, especially within advertisements.
Irobunda, Cynthia, "The Effect of Mood on Persuasion: The Role of Music and Dance in Mood Induction" (2018). Scripps Senior Theses. 1090.
This thesis is restricted to the Claremont Colleges current faculty, students, and staff.