The Paradoxical Impact of Positive Mood on Goal Favorability: Consumers in Positive Mood Favor Maintenance Goals Yet Believe Attainment Goals to Be Better For Fostering Positive Mood

Haiyang Yang, Johns Hopkins University, USA
Antonios Stamatogiannakis, IE Business School, Spain
Although extant mood theories and consumers’ lay beliefs suggest that, when in positive mood, consumers may favor attainment goals (i.e., achieve better outcomes) more than maintenance ones (i.e., achieve the same), we show that the opposite can occur. Field and lab studies demonstrate its nonconscious nature, boundary conditions, and implications.
[ to cite ]:
Haiyang Yang and Antonios Stamatogiannakis (2017) ,"The Paradoxical Impact of Positive Mood on Goal Favorability: Consumers in Positive Mood Favor Maintenance Goals Yet Believe Attainment Goals to Be Better For Fostering Positive Mood", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 980-981.