Mood and Choice: the Influence of Self-Relevance, Need For Cognition and Affective Feelings on Consumption Decisions

EXTENDED ABSTRACT - Both the affect-priming model and affect-as-information models suggest that compared to those in a negative mood, individuals in a positive mood are less likely to process information as deeply. Recently, research has shown that individuals in a positive mood would process self-relevant information more deeply than those in a negative mood, indicating that self-relevance is the catalyst that directs individuals’ cognitive effort. Does this effect translate into choice? Two experiments were conducted to extend mood research into the domain of choice and consumption.



Citation:

Nancy Wong and Lan Wu (2005) ,"Mood and Choice: the Influence of Self-Relevance, Need For Cognition and Affective Feelings on Consumption Decisions", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 610-611.

Authors

Nancy Wong, Georgia Institute of Technology
Lan Wu, Georgia Institute of Technology



Volume

NA - Advances in Consumer Research Volume 32 | 2005



Share Proceeding

Featured papers

See More

Featured

Meat the Needs: Ahold Delhaize Sustainable Retailing Model

Darrell Eugene Bartholomew, Pennsylvania State University, USA
Maggie M Mehalko, Pennsylvania State University, USA

Read More

Featured

Compatibility Theory

Ioannis Evangelidis, Bocconi University, Italy
Stijn M. J. van Osselaer, Cornell University, USA

Read More

Featured

D8. Why Employees Communicate Positive eWOM on Social Networking Sites: Motivations and Moderators

Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院

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.