When Do Moods Influence Consumer Preferences?: Moderators of Mood Congruency

Katherine White, University of Calgary
McFarland Cathy, Simon Fraser University

When do Moods Influence Consumer Preferences?: Moderators of Mood Congruency

Katherine White, University of Calgary

Cathy McFarland, Simon Fraser University

 

 

Although consumers’ judgments are often tainted in a direction consistent with their temporary mood states, past research is equivocal regarding when such mood congruency effects emerge. We examined whether mood congruency is moderated by focused attention to moods and perceived appropriateness of using moods. Perceived appropriateness was manipulated in two ways: reminding participants that it is appropriate to use moods (vs. cognitions) when making judgments (study 1) and having participants judge “feel” vs. “think” products (study 2).  As predicted, when participants were focused on their moods and believed that using moods to inform judgments was appropriate, they demonstrated mood congruency.
[ to cite ]:
Katherine White and McFarland Cathy (2006) ,"When Do Moods Influence Consumer Preferences?: Moderators of Mood Congruency", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 266-267.