This study examined the theoretical underpinnings of the mood by message quality interaction. Three hypotheses were presented as an explanation for the interaction: the lack of motivation hypothesis, the hedonic contingency hypothesis, and the mood-as-a-resource hypothesis. A 2 (Mood:
sadness or happiness) × 3 (Argument Strength: strong, moderate, or weak) × 2 (Involvement: high or low) × 2 (Hedonic Consequences: pro- or counter-attitudinal topic) independent groups design was employed. The data revealed the association between
argument strength and persuasion was positive and stronger for those in negative moods than for those in positive moods. Furthermore, the results indicated that the relationship between argument strength and persuasion was positive and stronger for pro-attitudinal topics than for counter-attitudinal
topics, but the data clearly demonstrated that argument quality was the best predictor of persuasion.
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Document Type: Research Article
Department of Communication,University of Oklahoma,
Department of Prevention and Community Health,George Washington University,
Department of Speech Communication,North Central College,
April 1, 2012