An interpretive study of purposeful, mood self-regulating consumption: The consumption and mood framework

✍ Scribed by Stephen J. Gould

• Publisher: John Wiley and Sons
• Year: 1997
• Tongue: English
• Weight: 221 KB
• Volume: 14
• Category: Article
• ISSN: 0742-6046
• DOI: 10.1002/(sici)1520-6793(199707)14:4<395::aid-mar6>3.0.co;2-4

✦ Synopsis

Although much research has been conducted on mood in relation to purchase behavior, relatively little has focused on how it functions in the actual use of products and services. There are also research gaps with respect to a more multidimensional and holistic understanding of mood and its self-regulatory processes. To address these issues, an interpretive study, applying written protocols, was conducted with 70 consumers. The results indicate support for an emergent theoretical framework, the consumption and mood framework (CMF), which consists of four dimensions: (1) products and services as consumption tools, (2) mood states, (3) processes of mood selfregulation, and (4) individual differences. Further thematic aspects of each dimension and linkages among them are also discussed. Based on these findings, implications that utilize the CMF are drawn for future research. ©1997 John Wiley & Sons, Inc.

This article considers mood and the related processes of mood management and self-regulation in consumption. In this regard, mood and feeling states have been important topics in consumer research and have received a great deal of attention as an aspect of the affective