Clouds on a Sunny Day: the Downside of Positive Mood For Goal Pursuit

Jordan Etkin, University of Maryland, USA
Francine Espinoza, ESMT, Germany
Anastasiya Pocheptsova, University of Maryland, USA
We propose that being in a positive mood during multiple goal pursuit has negative consequences for self-control by increasing perceived inter-goal conflict. Across four studies we show that being in a positive mood decreases consumers’ motivation to pursue their most important goals and affects perceptions of the means of goal attainment.
[ to cite ]:
Jordan Etkin, Francine Espinoza, and Anastasiya Pocheptsova (2011) ,"Clouds on a Sunny Day: the Downside of Positive Mood For Goal Pursuit", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.