Choosing Between Service Sequences: the Joint Effect of Ego Depletion and Mood on Consumers' Decision Strategy

Miriam de Groot, Maastricht University, Department of Marketing
Benedict G. C. Dellaert, Erasmus University Rotterdam, Department of Marketing
In many service encounters consumers choose between anticipated sequences of outcomes. We hypothesize that these choices may be affected by consumer mood and ego depletion. We investigate this in a 2 x 2 between subjects experimental design were mood (positive/negative) and ego depletion (depletion/no depletion) are manipulated. We expect that the selection of simplifying decision strategies based on ego depletion is moderated by consumer mood. We investigate this using a computerized experiment in which we test the proposed hypotheses.
[ to cite ]:
Miriam de Groot and Benedict G. C. Dellaert (2007) ,"Choosing Between Service Sequences: the Joint Effect of Ego Depletion and Mood on Consumers' Decision Strategy", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 354-356.