The Impact of Mood on Consumer Choice: Compromise Or Not?

This research examines how mood may influence consumer choice among a low-end option, a middle (compromise) option, and a high-end option. Preliminary findings show that when mood clarity is relatively low, both positive and negative moods may enhance the choice of the compromise option as compared with a neutral mood. The different mechanisms through which mood may influence the assessment of choice options are discussed for reconciling the seeming inconsistency with previous findings. Further studies are proposed to validate the underlying mechanism.


Cheng Qiu (2010) ,"The Impact of Mood on Consumer Choice: Compromise Or Not?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 885-886 .


Cheng Qiu, University of Hong Kong, Hong Kong, China


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness

Dionysius Ang, Leeds University Business School

Read More


How Passive Form Messages in CSR Advertisement Improve Consumer Reaction to the Campaign

Taehoon Park, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Elise Chandon Ince, University of South Carolina, USA

Read More


F11. Anti-Consumption for Sustainability: The Environmental Impact of Anti-Consumption Lifestyles, Environmentally Concerned Individuals and Ethical Consumers

Laurie Touchette, HEC Montreal, Canada
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada

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.