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.

European Advances in Consumer Research Volume 6, 2003      Page 88

THE EFFECT OF POSITIVE MOOD ON VARIETY-SEEKING: A QUALIFICATION

Harper A. Roehm, Jr., University of North Carolina at Greensboro, USA

Michelle L. Roehm, Wake Forest University, USA

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.

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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



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