When are moods most likely to influence consumers' product preferences? The role of mood focus and perceived relevance of moods
✍ Scribed by Katherine White; Cathy McFarland
- Publisher
- Elsevier Science
- Year
- 2009
- Tongue
- English
- Weight
- 284 KB
- Volume
- 19
- Category
- Article
- ISSN
- 1057-7408
No coin nor oath required. For personal study only.
✦ Synopsis
Abstract
This program of research examined the hypothesis that moods are most likely to be used as a source of information in making evaluations and choices when consumers both focus on their moods (i.e., acknowledge and pay attention to their feelings) and perceive that moods are a relevant source of information for forming judgments. Support for this prediction was obtained when the relevance of moods was examined by manipulating relevance instructions, varying advertising cues, and manipulating product type. Further, the boundary conditions under which the combination of mood focus and perceived relevance is most influential on product preferences are identified.