The Interaction Effect of Mood and Price Level on Purchase Intention

Fengyan Cai, The Chinese University of Hong Kong, China
Felix Tang, The Chinese University of Hong Kong, China
Jian-Min Jia, The Chinese University of Hong Kong, China
The present study examines the interaction of price level and mood on purchase intention. It integrates the mood congruency argument and mood regulation argument of affect influence by specifying how consumers’ affective state influences their interpretation of price as a mood lifting, mood threatening, or neutral cue, which in turn guides their behavior. The experiment demonstrates that consumers in positive mood have higher intention to purchase a regular-priced product than consumers in negative mood, consistent with the mood consistent explanation. However, the reverse is true when the price of the product is high, as predicted by the mood regulation explanation.
[ to cite ]:
Fengyan Cai, Felix Tang, and Jian-Min Jia (2009) ,"The Interaction Effect of Mood and Price Level on Purchase Intention", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 963-964.