Think Fast, Feel Good? Speed of Thought Enhances Mood and Product Trial

Brittany Duff, University of Minnesota
Ronald Faber, University of Minnesota
Recent work shows that simply reading statements at fast (vs. slow) speeds causes the feeling of thinking fast and increases positive mood. Though the increase in positive mood was independent of statement valence, work suggesting a dissociation between arousal and valence points to the need to test this with neutral statements. Reading informational banner ads, participants in the fast condition showed increases in energy and increases in both positive and negative mood relative to the slow group. Judgments of a subsequent ad revealed no difference in attitude but the fast group showed a significantly larger propensity to try the product.
[ to cite ]:
Brittany Duff and Ronald Faber (2008) ,"Think Fast, Feel Good? Speed of Thought Enhances Mood and Product Trial", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1040-1041.