How Mood Moderates the Effect of Context on Product Judgments
We predict that mood affects consumers’ context-dependence, such that negative mood promotes attention to the target product, whereas positive mood enhances attention to both target product and context. We observed that positive mood strengthens and negative mood completely eliminates perceptual contrast, attraction, and compromise effects.
Davy Lerouge, Yana Avramova, and Diederik A. Stapel (2011) ,"How Mood Moderates the Effect of Context on Product Judgments", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
Davy Lerouge, Tilburg University, The Netherlands
Yana Avramova, Tilburg University, The Netherlands
Diederik A. Stapel, Tilburg University, The Netherlands
NA - Advances in Consumer Research Volume 38 | 2011
Time Flies…But Only When the Speed is “Just Right”: How Animation Speed Affects Perceived Waiting Time
Yu Ding, Columbia University, USA
Ellie Kyung, Dartmouth College, USA
Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.
Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
Meat the Needs: Ahold Delhaize Sustainable Retailing Model
Darrell Eugene Bartholomew, Pennsylvania State University, USA
Maggie M Mehalko, Pennsylvania State University, USA