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

Cheng Qiu, University of Hong Kong, Hong Kong, China
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.
[ to cite ]:
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 .