In the Mood For Doing Good? How Affective States and Benefit Types Influence Consumers’ Decision Making With Regards to Sustainable Products

Verena Gruber, WU Vienna, Austria
By means of three experimental studies, we show how affective states and appeal types influence individuals' decision-making with regards to sustainable products. While a happy affective state is particularly helpful in stimulating individuals to make other-centered decisions, they are more generous in their willingness-to-pay in a sad affective state.
[ to cite ]:
Verena Gruber (2014) ,"In the Mood For Doing Good? How Affective States and Benefit Types Influence Consumers’ Decision Making With Regards to Sustainable Products", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 497-497.