The Effect of Affective State on Consumers’ Pro-Social Choices: Does Good Mood Make People More Environmentally Friendly?

The current research posits that environmentally responsible behaviors (ERBs) and non-environmentally related behaviors (NERBs) differ fundamentally and argues that choices between NERBs and ERBs are influenced by a consumer’s affective state. Our study showed that people under positive (vs. negative) affect exhibited a stronger willingness to perform ERBs (vs. NERBs).



Citation:

Xin (Cindy) Wang and Lan Jiang (2014) ,"The Effect of Affective State on Consumers’ Pro-Social Choices: Does Good Mood Make People More Environmentally Friendly?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 816-816.

Authors

Xin (Cindy) Wang, University of Oregon, USA
Lan Jiang, City University of Hong Kong



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

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

Read More

Featured

Is Warm Always Trusting? The Effect of Seasonality on Trustworthiness

Gretchen Wilroy, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Simon Blanchard, Georgetown University, USA

Read More

Featured

Associative versus Relational Processing: The Role of Elaboration in Evaluative Conditioning

Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA

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.