Mood Influence on the Valuation of Multiple Gains and Losses

An experiment tests predictions on the influence of mood and information processing on the valuation of segregated versus integrated gains and losses. The results confirm that mood-management goals determine information processing and preferences only if the valence of mood (i.e. positive mood) is incongruent with the valence of a stimulus (i.e. a negative event such as a loss). Incongruence elicits heuristic information processing, triggering a preference for segregated gains and integrated losses, respectively. If the valence of mood and stimuli are congruent, subjects show a lower preference for an integration of losses or a segregation of gains.


Dorothea Schaffner, Pragya Mathur, Durairaj Maheswaran, and Andreas Herrmann (2008) ,"Mood Influence on the Valuation of Multiple Gains and Losses", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 699-700.


Dorothea Schaffner, HSW Lucerne School of Business, Switzerland
Pragya Mathur, New York University
Durairaj Maheswaran, New York University
Andreas Herrmann, University of St. Gallen, Switzerland


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


What’s Your Construct? Exploring the Different Definitions and Operationalizations of Scarcity

Kelly Goldsmith, Vanderbilt University, USA
Rebecca Hamilton, Georgetown University, USA
Caroline Roux, Concordia University, Canada
meng zhu, Johns Hopkins University

Read More


Thou Shalt Not Look! When Processing the Odds Visually Biases Gambling Behavior

Rod Duclos, Western University, Canada
Mansur Khamitov, Nanyang Technological University, Singapore

Read More


The Interaction Effect of Food Variety and Simulation of Eating on Consumers' Calorie Estimation

Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University

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.