Clouds on a Sunny Day: the Downside of Positive Mood For Self-Control

We propose that positive mood affects the perception of the differences among goals that an individual is pursuing and increases perceived inter-goal conflict. Such an increase in inter-goal conflict has negative consequences for self-control when people are pursuing multiple goals. Across four studies we provide support for this proposition and show that being in a positive mood decreases consumers’ motivation to pursue their most important goals and also affects perceptions of means of goal pursuit.


Jordan Etkin, Francine Espinoza, and Anastasiya Pocheptsova (2011) ,"Clouds on a Sunny Day: the Downside of Positive Mood For Self-Control", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 77.


Jordan Etkin, University of Maryland, USA
Francine Espinoza, ESMT
Anastasiya Pocheptsova, University of Maryland, USA


E - European Advances in Consumer Research Volume 9 | 2011

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