The Interaction Effect of Mood and Price Level on Purchase Intention
The present study examines the interaction of price level and mood on purchase intention. It integrates the mood congruency argument and mood regulation argument of affect influence by specifying how consumers’ affective state influences their interpretation of price as a mood lifting, mood threatening, or neutral cue, which in turn guides their behavior. The experiment demonstrates that consumers in positive mood have higher intention to purchase a regular-priced product than consumers in negative mood, consistent with the mood consistent explanation. However, the reverse is true when the price of the product is high, as predicted by the mood regulation explanation.
Fengyan Cai, Felix Tang, and Jian-Min Jia (2009) ,"The Interaction Effect of Mood and Price Level on Purchase Intention", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 963-964.
Fengyan Cai, The Chinese University of Hong Kong, China
Felix Tang, The Chinese University of Hong Kong, China
Jian-Min Jia, The Chinese University of Hong Kong, China
NA - Advances in Consumer Research Volume 36 | 2009
Boomerang Effect: How Sustainable Disposal Options Spur Green Consumers to Overconsume
Sommer Kapitan, Auckland University of Technology, New Zealand
Saerom Lee, University of Texas at San Antonio, USA
Eunjoo Han, Auckland University of Technology, New Zealand
G10. The Effects of self-construal on evaluations of brand logo colors
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA
C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?
Chen Wang, Drexel University, USA