The Effect of Positive Mood on Variety-Seeking: a Qualification
ABSTRACT - We report evidence that the effect of positive mood on variety-seeking depends on the extremity of the mood. With mild positive moods, variety-seeking appears to be enhanced, but with extremely positive moods, variety-seeking seems to be reduced below control levels. Our experimental results provide a qualification of the finding from extant research that variety-seeking generally increases when consumers are in a positive mood. We offer a theoretical explanation and discuss implications.
Citation:
Harper A. Roehm, Jr. and Michelle L. Roehm (2003) ,"The Effect of Positive Mood on Variety-Seeking: a Qualification", in E - European Advances in Consumer Research Volume 6, eds. Darach Turley and Stephen Brown, Provo, UT : Association for Consumer Research, Pages: 88.
We report evidence that the effect of positive mood on variety-seeking depends on the extremity of the mood. With mild positive moods, variety-seeking appears to be enhanced, but with extremely positive moods, variety-seeking seems to be reduced below control levels. Our experimental results provide a qualification of the finding from extant research that variety-seeking generally increases when consumers are in a positive mood. We offer a theoretical explanation and discuss implications. ----------------------------------------
Authors
Harper A. Roehm, Jr., University of North Carolina at Greensboro, USA
Michelle L. Roehm, Wake Forest University, USA
Volume
E - European Advances in Consumer Research Volume 6 | 2003
Share Proceeding
Featured papers
See MoreFeatured
The Embodiment of Repair: Consumer Experiences of Material Singularity and Practice Disruption
Matthew Godfrey, University of Arizona, USA
Linda L Price, University of Oregon, USA
Robert F. Lusch, University of Arizona, USA
Featured
Using multi-methods in behavioral pricing research
Haipeng Chen, University of Kentucky, USA
David Hardesty, University of Kentucky, USA
Akshay Rao, University of Minnesota, USA
Lisa Bolton, Pennsylvania State University, USA
Featured
Pangs from Persuasion: When Recommendations Undermine Consumers’ Social Worth
Suzanne Galia Rath, Queens University, Canada
Laurence Ashworth, Queens University, Canada
Nicole Robitaille, Queens University, Canada