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When are moods most likely to influence consumers' product preferences? The role of mood focus and perceived relevance of moods
Author(s) -
White Katherine,
McFarland Cathy
Publication year - 2009
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2009.05.004
Subject(s) - relevance (law) , psychology , feeling , mood , focus (optics) , product (mathematics) , regulatory focus theory , social psychology , perception , affect (linguistics) , preference , cognitive psychology , communication , physics , geometry , mathematics , optics , neuroscience , creativity , political science , law , economics , microeconomics
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.