When Being Happy Makes Choosing Harder

Jordan Etkin, Duke University, USA
Anastasiya Pocheptsova, University of Maryland, USA
We consider how being in a positive mood impacts consumers’ experiences of choice difficulty. Contrary to general intuition that positive mood promotes successful outcomes, we find positive mood can hamper choice processes. Four studies demonstrate that positive mood can exacerbate perceived differences between choice options and increase choice deferral.
[ to cite ]:
Jordan Etkin and Anastasiya Pocheptsova (2013) ,"When Being Happy Makes Choosing Harder", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.