Arousal Congruency and Consumer Choice

Fabrizio Di Muro, University of Winnipeg, Canada
Kyle B. Murray, University of Alberta, Canada
We examine how consumers’ preferences are affected by the interplay between the arousal and valence of their affective state. We find strong support for the prediction that consumers in a positive (negative) mood prefer products that are congruent (incongruent) with both the arousal and valence of their affective state.
[ to cite ]:
Fabrizio Di Muro and Kyle B. Murray (2011) ,"Arousal Congruency and Consumer Choice", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 453-454.