Abstract:

Purpose- The present study introduces the construct of cynicism in consumer behaviour domain. Specifically, this article investigates how cynical individuals behave differently from non-cynical individuals in marketplace. Methodology- In other words, this study examines the impact of cynicism on the mood effect in relation to attitude toward advertising. The experiment examines the interactions between cynicism and mood states. Findings- Data from the experiment shows that cynical consumers do have different ads information processing strategies from non-cynical consumers. Moreover, happy cynical consumers exhibit most favorable attitude toward the ads. Conclusion- Cynicism is characterized by a perception of a pervasive, systematic lack of trust or integrity in human nature, which could be seen as a stable individual difference or dispositional variable. Empirical data suggests that cynical consumers do have different ads information processing strategies from non-cynical consumers. Furthermore, happy cynical consumers exhibit most favorable attitude toward the ads.

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