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 More

Featured

D2. When a Negative Review Can Help the Company: the Role of the Unfairness and Empathy

Maria Alice Pasdiora, UFRGS
Cristiane Pizzutti, UFRGS
Natalia Englert, UFRGS

Read More

Featured

‘But Screw the Little People, Right?’ Case of the Commercialization of Reward-Based Crowdfunding

Natalia Drozdova, Norwegian School of Economics and Business Administration, Norway

Read More

Featured

D11. A Hidden Cost of Advocating: Attitude Depolarization After Recommending

Ravini Savindya Abeywickrama, University of Melbourne, Australia
Gergely Nyilasy, University of Melbourne, Australia
Simon M. Laham, University of Melbourne, Australia

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.