The Interaction Effect of Bitter Taste and Mood on Consumers' Saving Decision

Tasting a bitter drink activates concepts of a bitter future life and consequently increases individuals’ desire to save money. This disposition, which is most evident when people are happy, is reflected in actual savings behavior by middle-school children, and in the disposition to avoid making impulsive purchases at the supermarket.


Fengyan Cai, Zhiyong Yang , and Robert Wyer (2014) ,"The Interaction Effect of Bitter Taste and Mood on Consumers' Saving Decision", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 96-100.


Fengyan Cai, Shanghai Jiao Tong University
Zhiyong Yang , University of Texas at Arlington
Robert Wyer, Hong Kong University of Science and Technology


NA - Advances in Consumer Research Volume 42 | 2014

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