Mood Influence on the Valuation of Multiple Gains and Losses

Dorothea Schaffner, HSW Lucerne School of Business, Switzerland
Pragya Mathur, New York University
Durairaj Maheswaran, New York University
Andreas Herrmann, University of St. Gallen, Switzerland
An experiment tests predictions on the influence of mood and information processing on the valuation of segregated versus integrated gains and losses. The results confirm that mood-management goals determine information processing and preferences only if the valence of mood (i.e. positive mood) is incongruent with the valence of a stimulus (i.e. a negative event such as a loss). Incongruence elicits heuristic information processing, triggering a preference for segregated gains and integrated losses, respectively. If the valence of mood and stimuli are congruent, subjects show a lower preference for an integration of losses or a segregation of gains.
[ to cite ]:
Dorothea Schaffner, Pragya Mathur, Durairaj Maheswaran, and Andreas Herrmann (2008) ,"Mood Influence on the Valuation of Multiple Gains and Losses", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 699-700.