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Scientific Papers (www.scientificpapers.org) Journal of Business Management and Applied Economics
1
Vol. III, Issue 2 March 2014
The Child’s Attitude towards the Advertising Message: Effects of
the Mood Induced by the Programming Context and of the
Position of the Advertisement on the Screen
Authors: Fatma Besbes Khouaja, Higher Institute of Management of Tunis,
fatbesbes@yahoo.fr; Rim MEZIOU, URAM, FSEG – Tunis, mziourim @yahoo.fr
Despite the importance of research works conducted in the field of marketing and children, only a few of
them have examined the effects of the television programming context on the persuasion process. Our
research aims to fill this gap by trying to understand the way and the direction in which the mood induced
by a media context and the position of the advertisement in the advertising sequence impact on the
attitude towards the surrounding advertisements. To test the research hypotheses, an experimental design
was used in which we manipulated the "Position of the advertisement on the screen". The outcome of the
experiment confirms the role played by the media context in the shaping of the attitude towards the
advertisement. They show that the mood stimulated by the television program in an audience of children
positively affects their attitude towards the advertisement placed in this program. However, this effect
alters according to the position occupied by the advertisement in relation to the other advertisements of
the screen. The theoretical and managerial implications of these findings will be presented in this paper.
Keywords: Attitude toward the advertising message; Child; Media context; Mood induced by the media
Context; Position of the advertisement on the screen
Introduction
Although the child holds a privileged
relationship with television as a mass medium -
as he is becoming more and more enthusiastic
about television, and at an ever younger age
(Dagnaud, 2007; Lurçat 1995) - only a few
reflections on this young market have been
devoted to the effects of the context of
television programming on the persuasion
process (Prasad and Smith, 1994; Pecheux and
Derbaix, 2003; Pecheux et al., 2006). The few
studies conducted on the topic were mainly
interested in the role of emotional states raised
by the media context in accounting for the
effectiveness of advertising (see Besbes and
Achouri, 2013 for a review of the literature). To
make up for the scarcity of the literature
relevant to this research theme on the one
hand, and in accordance with the suggestions of
previous research works on the other hand, our
investigation takes into consideration the
emotional response to the television program.
This article aims to test the effect of the mood
induced by the context of the insertion of the
advertisement on the shaping of young viewers’
attitude towards this message, depending on
the position of the advertisement in the
advertising sequence.
This research work will focus on two
main objectives. The first will be to test the
process by which a television program
influences the inserted advertisement through
the examination of the role of the mood
prompted by the program in influencing
attitudes towards the advertisement. A major
ambition of this research is to highlight a
possible assimilation process between the mood
stimulated by the program and Aad. The second
objective is to examine the circumstances of the
effect of the program on the inserted
advertisement. This will lead us to consider the
moderating role of a situational variable,
namely the position of the advertisement on the
The Child’s Attitude towards the Advertising Message: Effects of the Mood Induced by the Programming Context and of the Position of the Advertisement on the Screen
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Vol. III, Issue 2 March 2014
advertising screen. Following a review of the
literature and an exploratory research
conducted on a group of four Tunisian media
planners, this variable was judged as relevant to
the study of the effect of the media context. The
persons involved in the study have expressed
their urgent need to know where to best insert
their advertising messages.
From an academic point of view, this
work will clarify an area of research that is not
well investigated in the field of children
marketing. It is the effect of the media context
on advertising effectiveness. In terms of
managerial implications, such a study will
primarily interest media planners. It should
assist them in their choices regarding the
purchase of advertising space and help them to
check the validity of the ongoing practices
concerning the insertion of advertisements.
The article is structured as follows.
First, we will provide the details of the
conceptual framework, the hypotheses and the
research model. We then present the research
methodology. The subsequent two sections will
be devoted to the presentation and the
discussion of the finding. The final section of
this work will deal with the implications, the
limitations and the future research prospects.
Theoretical Development and Hypothesis
Attitude toward the Advertising (Aad)
The importance of the attitude towards the
advertisement needs no more evidence. All the
research works examining this construct with
children concluded on its central role in the
process of advertising persuasion (Moore-Shay
and Lutz, 2000; Phelps and Hoy, 1996; Pecheux
and Derbaix, 2002; Derbaix and Bree, 1997).
They proposed this role as a mediator of
reactions to the advertisement, which has an
impact on the attitude towards the brand and
purchase intentions. The attitude towards the
advertisement can be defined as "the attitudinal
reaction to a particular advertisement during
exposure to this advertisement and / or
immediately after it" (Derbaix, 1993).
Mood induced by the Media Context and
Attitude toward the Advertisement
The definition of mood that we are using in this
work is inspired from the definitions of Isen
(1984) and Derbaix and Pecheux (1999). Hence,
the mood generated by a program would be
"the mild emotional state experienced by the
young viewer during his exposure to this
program".
A wide panel of theories has been
proposed by scientists that specify how the
emotional response to the program impacts on
the processing of inserted commercials (see
appendix 1). We divided the listed theories into
four categories. The first and most firmly
supported by prior research works confirms
that the affect generated by a program will
influence the assessment and judgment of the
advertisements in a manner that is congruent
with the mood initiated by the exposure to this
program (the Mood Congruency/Accessibility
Hypothesis, the Classical Conditioning Process,
the Halo Effect, and the Heuristic Effect). The
second category is based on the negative effect
or the effect of contrast. Some studies
defending processes that are different from the
process of affect transfer found that a positive
mood weakens the processing of
advertisements; where as a negative mood
improves it (the Cognitive Capacity Theory,
Feeling-as-Information Theory, and Mood
Repair Theory). A third category yielded mixed
results. Unlike the theories listed above, which
prove that the affect induced by the context
could have a positive effect (assimilation) or a
negative one (contrast) on the evaluation of the
advertisements placed in this context, other
theories state combined results (i.e according to
the situation, the impact of the program on the
advertisement could be favorable or
unfavorable). These theoretical models have
highlighted a number of moderating variables,
related to the advertisement and to the
individual, and intervening between the affect
generated by the program and the evaluation of
the advertisements inserted in it (Selection-
Treatment Model, Mood Coherence Theory).
Finally, a last category (which does not really
correspond to a theory but is rather an
The Child’s Attitude towards the Advertising Message: Effects of the Mood Induced by the Programming Context and of the Position of the Advertisement on the Screen
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Vol. III, Issue 2 March 2014
empirical result) concluded that there is no
direct effect of the moods triggered by the
media context on the evaluation of
advertisements delivered within this context.
They proved the existence of a mediating
variable called “Program Appreciation”.
Unlike the literature related to adults,
which yielded conflicting results, the literature
devoted to children confirmed a direct and
congruent impact of the emotional reactions to
the program on the evaluation of the
advertisement placed within this program (see
appendix 2). So, we assume that:
Hypothesis 1: The higher the valence of the
mood generated by the television program, the
more favorable the child's attitude towards the
advertisement interrupting this program.
Mood induced by the Media Context, Position of
the Advertisement on the Screen and Aad
The position of the advertisement on the
advertising screen is defined as "the timing of
the broadcasting of the advertisement in the
advertising sequence." Indeed, an
advertisement can appear at the beginning (in
the first position of the screen), in the middle
(central positions of the screen) or in the end
(last position of the screen).
Previous adult-centered research works
reported that the effect of the program
surrounding an advertisement on its
effectiveness is moderated by the position of
the advertisement in the advertising break. We
identified mixed results (see appendix 3). First
those reported by Goldberg and Gorn (1987),
which reflect a stronger impact of the emotions
induced by the program on the recalling of the
first and last advertisements on the screen ( the
variable " attitude towards the advertisement "
has not been considered by researchers ). The
second type of results has shown a link between
the intensity of emotions generated by the
program and Aad that is significantly stronger
in the case of advertisements placed in the
middle of the screen as compared to others
(Mattes and Cantor, 1982). Finally, the set of
results confirms the total absence of interaction
effect between the feelings induced by the
program, the position of the advertisement and
Aad (Murry, Singh and Lastovicka, 1992).
Given the lack of works dealing with
this variable with children on the one hand and
the lack of consensus on this issue on the other
hand, we do not rule on the meaning of
moderation. Therefore, we favour the following
hypothesis:
Hypothesis 2: The position of the advertisement
in the advertising screen moderates the
relationship between the mood induced by the
program and Aad.
Conceptual Model of the Research
The conceptual model of the research
summarizes the hypotheses developed (see
figure 1)
Figure 1: The impact of the mood generated by
the TV program and the position of the
advertisement on the screen on Aad
Methodology
Measures
We made very rigorous methodological choices
so as to adapt the two variables of the
theoretical model to the Tunisian context (see
appendix 4).
Mood Construct:
The mood measurement scale used in our
research is the one developed by Derbaix and
Pecheux (1999) (Dimension 1 : Good mood : Just
now, I am in a joyful mood; Just now, have
great fun; Just now, I am happy; Just now, I
The position of the
advertisement on the
screen
The mood
generated by the
TV program
Attitude toward
the advertising
message
H1
H2
The Child’s Attitude towards the Advertising Message: Effects of the Mood Induced by the Programming Context and of the Position of the Advertisement on the Screen
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Vol. III, Issue 2 March 2014
feel like laughing/ Dimension 2 : Bad mood :
Just now, I am feeling sad; Just now, I am
grousing; Just now, I am angry ; Just now, I am
grumbling).
The exploratory factorial analysis of the
mood scale revealed a one-dimensional
construct comprising seven items which we
have validated by AFC . All items contribute
significantly to the definition of the dimension
used (λi > 0.5; SMC > 0.4). The overall
adjustment indices indicate a good fit of the
model to the data collected. The reliability of
the scale is good (rho = 0.957) and its
convergent validity is also satisfactory (0.764)
(see Appendix 5).
Aad Construct:
The Aad measurement scale measured through
a one-dimensional six-item scale, initially
developed by Derbaix, Blondeau and Pecheux
(1999) (I love this advertisement; I find this
advertisement good; I find this advertisement
beautiful; I find this advertisement stupid; I feel
like viewing this advertisement again; This
advertising bothers me).
The exploratory factorial analysis has
allowed us to maintain a five-item structure
(Elimination of the item "This advertising
bothers me") which we validated by AFC. The
quality of the scale representation (λi > 0,5 ;
SMC > 0,4) and its fit to the data are good. The
internal consistency of the scale (0.854) and its
convergent validity (0.503) are also satisfactory
(see Appendix 6).
Subjects
The experiment was conducted in schools. Data
collection was performed on a convenience
sample of 350 children. We have worked with
children aged 10 to 12 who are able to provide
written answers to a questionnaire, who are
also both real prescribers and buyers (Kapferer,
1985; MacNeal, 1987; Bree, 1993), who maintain
strong relationships with brands, and who are
frequently exposed to advertising and TV
programs.
Experiment
Design:
The experimental design consists in
manipulating the position of the commercial in
the advertising screen. The children are
randomly assigned to two experimental
conditions in groups of an average of 20
children. Children in the first condition are
exposed to the advertisement at the beginning
of the screen, while those in the second
condition are exposed to the last advertisement.
Stimuli Selection:
Before pretesting and conducting our
experiment, we selected a TV program and a
product category involving enough children,
and finally a brand and an advertisement that
are unknown to our sample (see Figure 2).
Figure 2: The experimenting process
The advertising screen comprises 4
advertisements. The testing advertisement,
which we can describe as emotional, is placed
either in the first or the last position of the
screen, depending on the experimental
1. Selecting experimental material
Test extracts from TV programs
Selecting an extract from an animated movie Shrek3,
Testing a set of brands
Selecting a brand “ HICI”
Selecting a product category
“JUICES”
Selecting an advertisement
2 Pre-testing the full questionnaire
Pre-test and Modifications
3. Experiment
The Child’s Attitude towards the Advertising Message: Effects of the Mood Induced by the Programming Context and of the Position of the Advertisement on the Screen
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Vol. III, Issue 2 March 2014
condition. Two pieces of audio-visual editing
were devised in an order that allows the
insertion of the advertising screen at the 11th
minute. Each piece lasted between 13 and 14
minutes.
Procedure:
Before the video projection, the disguised
objective of the study is stated. Children will be
informed that they will watch a TV program,
that they will then be asked some questions
about it. No hints will be given to them on the
advertisements. Then the audio-visual editing
that begins with the TV program and ends with
the advertising screen is broadcast. After 9
minutes of exposure to the program, the mood
induced by the program is measured (this task
is done during the course of the film). With the
showing of the advertising screen and at the
end of the first advertisement (or the last one,
depending on the condition), the video
recording is turned off and the question related
to the advertisement, i.e. Aad, is given.
Research Results
To test the hypotheses related to our research
model, we opted for the method of the
structural equation models (Evrard et al., 2009).
Seeing that the distribution of our variables is
not multi-normal, we kept the method of
maximum likelihood and we conducted a
Bootstrap procedure (n = 700) (Didellon and
Valette-Florence, 1996).
Result of Hypothesis H1
The model adjustment indices are acceptable
on the whole and attest to the good quality of
the fit of the theoretical model to the empirical
data (see table 1).
Table 1: CFA: Test of quality of the adjustment
of the structural model to the empirical data.
Adjustment index
CMIN GFI
AGFI
RMR
RMSEA
NFI
CFI
TLI
AIC
CMIN=742,24
0,865
0,836
0,083
0,059
0,893
0,938
0,930
886,244
CMIN/ddl=2,222
DF =334
P = 0,000
Ms 7011,755
The test of the significance of the
model’s relationship shows that the structural
link between the mood induced by the program
and the attitude towards the advertisement is
equal to 0.261. The latter is significant at the
0.05 threshold (t = 2.326 and P = 0.02) (see
Table 3). Hence, hypothesis 1 is confirmed.
Table 2: CFA: Test of the relationship of
structural model
Tested relation Structural
link C.R (P) Resultat
Aad <--- Mood
Program 0,261 2,326 0,02
H1 confirmed
Results of Hypothesis H2
To test hypothesis H2 related to the moderating
effect, a multi-group analysis was implemented.
On the basis of the difference tests of the chi-
square, we confirmed both the stability of the
measurement models according to exposure to
advertising (first-position advertisement vs.
fourth-position advertisement), and the
moderating effect of the variable “the
advertisement’s position on the screen" (CMIN
= 40.589; DF = 6; P = 0.000). Finally, we
examined the direction and power of this
moderation (see Table 3).
Table 3: Standardized regression Coeffcient
Tested relation
First-position advertisement (184)
Fourth-position advertisement (166)
Standardised
Coefficient
CR P
Standardised
Coefficient
CR P
Aad
<-
Mood progr
am -0,043
-0,548
0,583
0,359 4,351
***
The Child’s Attitude towards the Advertising Message: Effects of the Mood Induced by the Programming Context and of the Position of the Advertisement on the Screen
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Vol. III, Issue 2 March 2014
It appears that hypothesis H2 -whereby
the relationship between the mood generated
by the program and Aad is moderated by the
position of the advertisement in the advertising
screen- is checked. Particularly, γ is significant
at the 0.05 threshold and positive (γ = -0.359)
for the group “fourth-position advertisement ",
and not significant for the other group (CR <
1.96, p> 0,05).
Analysis of the Research Results
Effect of the Mood generated by the Program on
Aad
Results show that the mood generated by the
media context has a positive influence on the
attitude of the child towards the advertisement
introduced in the program. Thus, the child
evaluates an advertisement more favorably if
the latter is aired around a television program
instilling a nice mood in him, than around one
bearing a bad mood. This result is consistent
with those of the vast majority of previous
works conducted both on adults (Godberg and
Gorn, 1987; Chattapaday and Mathur, 1991;
Srull, 1983) and on children (Pecheux and
Derbaix, 2003; Prasad and Smith, 1994). The
validation of this hypothesis was expected.
Indeed, according to Piaget's theory, children
aged 8 to 12, i.e. belonging to the concrete
operational stage, are considered to be
emotional beings that rely on their emotions to
assess the environment surrounding them.
Therefore, emotional states are focal in the
behavior of this young target. In our case, the
child uses the affect created by the television
program to evaluate an advertisement that
represents his environment. Besides, this result
derives its legitimacy from theories on the
media context, such as the hypothesis of moods
congruence, the temporary association between
two stimuli, the halo effect and the heuristic
effect, which defend a contamination effect
regarding advertising, caused by the feeling
towards the program that precedes or
surrounds advertising.
Moderating Effect of the Advertisement’s
Position on the Screen
This result, attesting that the positive impact of
the affect induced by the program grows
gradually from the advertisement in the first
position to the one in the fourth position, has
antecedents in the literature. Mattes and
Cantor (1982) have, thus, concluded that, unlike
the expectations of the excitement transfer
paradigm, a program raising a strong emotion
does not lead to an intensification of the
assessments of advertisements positioned at the
beginning and at the end of the advertising
screen (fifth advertisement). Mid-screen
advertisements (third and fourth), however,
may be intensified by the "program’s residual
excitement". According to the authors, the
emotion triggered by the program endures
three phases: during the first phase (the
beginning of the advertising screen), the
audience is aware that it is moved and correctly
attributes its emotion to the source (in our case,
it is the cartoons). In the second phase (mid-
screen advertising), although the audience is
still moved, it is no longer aware of its
condition and incorrectly assigns its emotion to
the advertising following the program. During
the third phase (end of advertising screen), the
audience’s emotion is actually dissipated.
Implications, Limitations and Suggestions for Future Research
Theoretical Contributions
One of the contributions of our study is its
focus on an unexplored field of research in the
area of children marketing. The results we
reached allowed us to have a more detailed
knowledge of the relationship between the
emotional response to the media context and
attitude towards the advertisement. This work,
conducted among Tunisian children, supports
the findings of Prasad and Smith (1994) for
American children and those of Pecheux and
Derbaix (2003) for European children,
according to which it is the process of
assimilation that is best suited for the transfer
The Child’s Attitude towards the Advertising Message: Effects of the Mood Induced by the Programming Context and of the Position of the Advertisement on the Screen
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Vol. III, Issue 2 March 2014
of the feeling states generated by the program
on children's responses to inserted
advertisements. The moderating variable used
in our research has allowed us to understand
the circumstances under which responses to a
program affect the child’s responses to an
advertisement inserted in it. More particularly,
the child’s emotional reaction to a TV program
does not affect his attitude towards advertising
broadcast at the beginning of the screen.
However, his attitude towards advertising
positioned at the end of the screen can be
enhanced by the "mood induced by the
program".
Managerial Contributions
Advertising professionals in Tunisia do not
consider the emotional states induced by a
program among the insertion criteria when
choosing the optimal placement for their
advertising messages. We highly advise them to
do so, though. Indeed, according to our
empirical results, the context in which an
advertisement appears does change the way the
young viewer treats this advertisement. Thus, a
program prompting a bad mood leads to less
favorable attitudes towards advertisements
broadcast during this program. The issues
related to the insertion of advertisements
cannot be addressed relying only on audience
ratings and demographic aspects. An essential
aspect of message processing, namely, the
attitude toward the advertisement, is linked to
the mood that the program builds in the
audience. Hence, there is a deep interest in
seeing the current approach to audience
measurement supplemented by this criterion of
a qualitative nature.
Another important issue of our
research is the relationship between the effects
of position, the effects of media context and
advertising effectiveness. Thus, the empirical
study that we conducted on this issue is, in our
opinion, a real contribution since it justifies the
need to focus interest on the position of the
advertisement on the screen, and to implement
reasonable practices in the placement of
commercials. This is all the more true that
these decisions have consequences in terms of
monetary investment (whether in the first
positions of the screen or at the end of the
screen).
In summary, it is tempting to point out
that to strengthen the positive attitude towards
their advertisements; advertisers should insert
them in the last positions of the screen and in
the middle of programs that stimulate a good
mood in young viewers.
Limitations and Future Research
The conceptualization of the effect of mood
induced by the media context that we propose
is not devoid of failings. We are entitled to ask
questions about the choice of moderating
variables. It would be interesting, for instance,
to consider other moderating variables, such as
involvement in the advertisement, congruence
between the program and advertising, as well as
involvement in the product category.
Methodological limitations mainly concern the
external validity of our research. As we
examined the impact of reactions to the media
context on a single type of television
advertising, "a rather emotional advertising", a
single product category „juice " , and only one
type of media, "television", extending our
results to other stimuli, unused in the study,
would be a particularly recommended track.
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Appendix
Appendix 1: Valence of the affect and advertising efficiency in adults: theoretical and empirical
foundations
Effects on advertisement
Theoretical foundation Empirical foundation
Theories Authors Cognitive reactions
Advertisement
Emotional reactions
Advertisement
Positive effect
Mood Congruency/Accessibility Hypothesis
Bower (1981)
Kennedy (1971) Gardner (1985) Bower (1981) Goldberg and Gorn (1987) Mathur and Chattopadhyay (1991) Petty and al. (1993) Aylesworth and Mackenzie (1998) Nahon and Tassi (1998)
Axelrod (1963) Srull (1983) Goldberg and Gorn (1987) Aylesworth and Mackenzie (1998)
Halo Effect Aurifeille (1991)
Heuristic Effect
Schwarz and clore (1988)
Classical Conditioning Process Gorn (1982) Lutz and al. (1983)
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Negative effect
Feelings-as-Information Theory Mackie and Worth (1989)
Isen (1984)
Mackie and Worth (1989)
« Mood Repair » Theory Isen (1984)
Cognitive Capacity Theory Mackie and Worth (1989)
Combined effect
Selection-Treatment Model Schumann and Thorson (1990)
Kamins and al. (1991) Broach and al. (1995)
Mood Coherence Theory Kamins and al. (1991)
No effect Murry and al. (1992)
Coulter (1998)
Appendix 2: Valence of affect and advertising efficiency in children: empirical foundations
Effects on advertisement Cognitive reactions
advertisement Affective reactions
advertisement
Positive effect Prasad and Smith (1994) Gunter and al. (2002)
Prasad and Smith (1994) Pecheux and Derbaix (2003) Besbes (2012)
Negative effect Absence of works
Combined effect Absence of works
No effect Absence of works
Appendix 3: Moderating effects of position of the advertisement on the screen: "adult population"
The tested relationships Results and Authors
Affect intensity
Aad
Mattes et Cantor (1982) Contrary to the expectations of the excitement transfer paradigm, mid-screen advertisements (third and fourth) were evaluated more favourably when they were inserted at the end of the program, causing a strong emotion, than those which came at the end of the neutral program (documentary on animals).
Program Affect
Aad Ab
Murry, Lastovicka et Singh (1992) The authors concluded on the lack of effect of interaction between the feelings induced by the program, Aad, Ab, and the position of the advertisement. .
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Appendix 4: Empirical validation of scales of Aad and Mood in the Tunisian context
First step: creating items in colloquial Arabic
Blind parallel translation, Reverse parallel translation, Translation control, Pre-testing of the questionnaire in literary Arabic with teachers, Pre-testing the questionnaire with children, Developing the questionnaire in Arabic dialect, Direct contact with the original author, Pre-testing the final version of the questionnaire with children.
First data collection: Exploratory factorial analyses
.90 children completed the questionnaire on Aad (Derbaix, Blondeau and Pecheux, 1999) and Mood ( Derbaix et Pecheux, 1999).
.Construct dimensionality: AFO
· Construct reliability: Cronbach α
· Software: SPSS 15
Second data collection: Validation, reliability and validity of the measure
350 children responded to the final survey questionnaire on Aad and Mood.
Confirmatory factorial analyses (CFA):
· Quality of representation: SMC, Student test: λi.
· Quality of the adjustment of the measurement model to the empirical data.
Psychometric quality of the measurement model
Reliability of the scale: Jorescog ρ
.Convergent Validity
Software: AMOS 18
The Tunisian version of the mood and Aad scales
Appendix 5: Confirmatory Factorial Analysis of Mood
Formulation and items
Maximum likelihood
Λi SMC
Just now, I am in a joyful mood 0,881 0,776
Just now, I am in a joyful mood 0,892 0,795
Just now, I am in a joyful mood 0,835 0,697
Just now, I am in a joyful mood 0,696 0,486
Just now, I am in a joyful mood 0,865 0,748
Just now, I am in a joyful mood 0,733 0,538
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Just now, I am in a joyful mood 0,752 0,566
Adjustment indexe
Test CMIN
GFI AGFI RMR RMSEA NFI CFI TLI AIC
CMIN =27,468
DF=11
P = 0,004
CMIN/ddl =2,497
0,978 0,943 0,025 0,065 0,986 0,992 0,984 61,468
Ms 1977,617
Reliability and Convergent validity
Rhô1 = 0,957 CV = 0,764
Appendix 6: Confirmatory Factorial Analysis of Aad
Formulation and items
Maximum likelihood
Λi SMC
I love this advertisement 0,792 0,629
I find this advertisement good 0,860 0,740
I find this advertisement beautiful 0,836 0,700
I find this advertisement stupid 0,800 0,640
I feel like viewing this advertisement again 0,642 0,413
Adjustment indexe
Test CMIN
GFI AGFI RMR RMSEA NFI CFI TLI AIC
CMIN =9,163
DF=4
P = 0,057
CMIN/ddl =2,291
0,99 0,961 0,018 0,061 0,991 0,995 0,988 31,163
Ms 1052,884
Reliability and Convergent Validity
Rhô1 = 0,854 CV = 0,503
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