Mood Effects on Attitudes, Perceived Risk and Choice: Moderators and Mediators

How and when positive and negative moods affect attitudes, risk perceptions, and choice is a problem that interests both consumer researchers and practitioners. We propose that the extent of constructive processing moderates mood effects with stronger effects when constructive processing is higher. In addition, we propose that when consumers have unrestricted versus constrained processing resources, moods are more likely to operate through affect priming and less likely to operate through the affect‐as‐information process. The results from 3 experiments support these hypotheses. We discuss implications of the findings for models of how affect influences judgments and directions for future research.