Product-Or-Store-Induced Mood and Its Influence on Product Evaluations and Identification With the Product. the Case of Clothing

Although much research has been conducted on mood in relation to purchase behavior, relatively little has focused on the role of product-or-store-induced mood over time. This study examines the effects of product-induced mood on expected and experienced product value in the context of clothing. Results indicate that the product-or-store-induced mood has a moderate correlation with expected and experienced hedonic value. Hence, the effects are that product-induced mood seems to have significant effects on both expected and experienced hedonic value, whereas the functional value seems to be perceived in a similar way, regardless of mood.



Citation:

Anna Broback and Hanna Hjalmarson (2005) ,"Product-Or-Store-Induced Mood and Its Influence on Product Evaluations and Identification With the Product. the Case of Clothing", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 170-175.

Authors

Anna Broback, Center for Consumer Marketing, Stockholm School of Economics
Hanna Hjalmarson, Center for Consumer Marketing, Stockholm School of Economics



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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