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



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