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An interpretive study of purposeful, mood self‐regulating consumption: The consumption and mood framework
Author(s) -
Gould Stephen J.
Publication year - 1997
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199707)14:4<395::aid-mar6>3.0.co;2-4
Subject(s) - mood , psychology , consumption (sociology) , dimension (graph theory) , thematic analysis , relation (database) , social psychology , applied psychology , qualitative research , computer science , sociology , social science , mathematics , pure mathematics , database
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 productsand services. There are also research gaps with respect to a more multidimensionaland 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 emergenttheoretical framework, the consumption and mood framework (CMF),which consists of four dimensions: (1) products and services as consumptiontools, (2) mood states, (3) processes of mood self‐regulation, and (4)individual differences. Further thematic aspects of each dimension andlinkages among them are also discussed. Based on these findings, implicationsthat utilize the CMF are drawn for future research. © 1997 John Wiley & Sons, Inc.