Mood Awareness and Brand Extension

This study explores the effects of mood on brand extension. A 2 (mood level: good vs. bad)*2 (mood awareness: motivational vs. backdrop)*2 (brand extension type: product similarity vs. brand concept similarity) experiment was designed to examined the hypotheses, and there were 160 respondents random assigned in the above conditions. The results show that in the backdrop mood (unconscious) situation, good mood leads to higher acceptance to brand extension than bad mood, and there is no difference between the acceptances of two modes of brand extension. In motivational mood (conscious) situation, mood will influence consumers’ attitude via biasing information process. The happy consumers prefer the brand concept similarity extension, while the bad mood consumers incline to accept the product characteristic similarity extension more.


Kang-Ning Xia and Yu-Tse Lin (2009) ,"Mood Awareness and Brand Extension", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1037-1037.


Kang-Ning Xia, Yuan Ze University, Taiwan
Yu-Tse Lin, Asia University, Taiwan


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Exploring Consumers’ Technology Dreams and Nightmares: A Collage-Elicitation Study

Céline Del Bucchia, Audencia Business School
Cristel Russell, American University, USA
Burlat Claire, Audencia Business School

Read More


How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities

Mansur Khamitov, Nanyang Technological University, Singapore
Xin (Shane) Wang, Western University, Canada
Matthew Thomson, Western University, Canada

Read More


When do More Options Produce Worse Choice?

Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA

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.