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.
Citation:
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.
Authors
Jordan Etkin, University of Maryland, USA
Francine Espinoza, ESMT
Anastasiya Pocheptsova, University of Maryland, USA
Volume
E - European Advances in Consumer Research Volume 9 | 2011
Share Proceeding
Featured papers
See MoreFeatured
More than just a number: The negative effect of 100% claims
Nira Munichor, Bar-Ilan University
Liat Levontin, Technion University, Israel
Featured
Flavor Fatigue: How Cognitive Depletion Reduces Enjoyment of Complex Flavors
Rhonda Hadi, Oxford University, UK
Dan Rubin, St. John’s University
Diogo Hildebrand, Baruch College, USA
Thomas Kramer, University of California Riverside, USA
Featured
Spreading of Alternatives Without a Perception of Choice
Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA