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Consumers' mood states: Antecedents and consequences of experiential versus informational strategies for brand choice
Author(s) -
Gardner Meryl P.,
Hill Ronald Paul
Publication year - 1988
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/mar.4220050206
Subject(s) - psychology , experiential learning , mood , social psychology , cognition , empirical research , empirical evidence , philosophy , mathematics education , epistemology , neuroscience
The relationship between mood (an affective state variable) and choice strategies that are primarily affective (experiential strategy) or cognitive (informational strategy) is examined with a literature review and an empirical study. Findings suggest consumers in positive moods may be more likely to use an experiential strategy than those in negative moods, and consumers in negative moods may be more likely to use an informational strategy than those in positive moods. Results also suggest consumers in positive moods who use an experiential strategy may have more positive post‐processing moods than those who use an informational strategy, and consumers in negative moods who use an informational strategy may have more positive and post‐processing moods than those who use an experiential strategy. The implications of these findings are discussed and suggestions for further research are provided.