How Mood Moderates the Effect of Context on Product Judgments

Davy Lerouge, Tilburg University, The Netherlands
Yana Avramova, Tilburg University, The Netherlands
Diederik A. Stapel, Tilburg University, The Netherlands
We predict that mood affects consumers’ context-dependence, such that negative mood promotes attention to the target product, whereas positive mood enhances attention to both target product and context. We observed that positive mood strengthens and negative mood completely eliminates perceptual contrast, attraction, and compromise effects.
[ to cite ]:
Davy Lerouge, Yana Avramova, and Diederik A. Stapel (2011) ,"How Mood Moderates the Effect of Context on Product Judgments", 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.