Mood and Comparative Judgment

Cheng Qiu, National University of Singapore, Singapore
Catherine W. M. Yeung, National University of Singapore, Singapore
Previous research indicates that mood can influence absolute product evaluation, but little is known about how mood influences comparisons among products. We examined consumers’ choice among options they encountered sequentially. We showed that when they started evaluating the options upon receipt of information on the first option, mood influenced the choice of this first option. However, when they did not start evaluating the options until they had received information on all the options, mood influenced the choice of the last option. We also demonstrated how the timing of the first constructed evaluation changed as a function of choice set characteristics.
[ to cite ]:
Cheng Qiu and Catherine W. M. Yeung (2007) ,"Mood and Comparative Judgment", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 745-746.