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
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