Mood and Choice: the Influence of Self-Relevance, Need For Cognition and Affective Feelings on Consumption Decisions

Nancy Wong, Georgia Institute of Technology
Lan Wu, Georgia Institute of Technology
EXTENDED ABSTRACT - Both the affect-priming model and affect-as-information models suggest that compared to those in a negative mood, individuals in a positive mood are less likely to process information as deeply. Recently, research has shown that individuals in a positive mood would process self-relevant information more deeply than those in a negative mood, indicating that self-relevance is the catalyst that directs individuals’ cognitive effort. Does this effect translate into choice? Two experiments were conducted to extend mood research into the domain of choice and consumption.
[ to cite ]:
Nancy Wong and Lan Wu (2005) ,"Mood and Choice: the Influence of Self-Relevance, Need For Cognition and Affective Feelings on Consumption Decisions", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 610-611.