Tell Me What to Do When I Am in a Good Mood. Show Me What to Do When I Am in a Bad Mood: Mood As a Moderator of Social Norm’S Influence

Vladimir Melnyk, Maastricht University, The Netherlands
Erica van Herpen, Wageningen University, The Netherlands
Arnout R. H. Fischer, Wageningen University, The Netherlands
Hans C. M. van Trijp, Wageningen University, The Netherlands
This paper investigates the differential effect of mood for both descriptive and injunctive norms. Results show that injunctive norms lead to more positive attitudes and intentions under positive (vs. negative) mood, and descriptive norms is more effective under negative mood. We show that this effect translates to actual behavior.
[ to cite ]:
Vladimir Melnyk, Erica van Herpen, Arnout R. H. Fischer, and Hans C. M. van Trijp (2012) ,"Tell Me What to Do When I Am in a Good Mood. Show Me What to Do When I Am in a Bad Mood: Mood As a Moderator of Social Norm’S Influence", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 958-959.