The Influence of Time Pressure on Mood‐Congruent Effects: Evaluating Products With Limited Information¹

Abstract

This study tested mood effects on product evaluation, varying information type and time pressure. In this experiment, happy or sad moods were induced in participants, then they were asked to evaluate products. The results showed that in the happy mood/non-time-pressure condition, a favorable evaluation was seen when complete information was provided compared to incomplete. However, when time pressure was induced, no such difference was observed. On the other hand, in the sad mood/ non-time-pressure condition, there was no difference in evaluation between complete and incomplete information, but when time pressure was induced, a less favorable evaluation of products was seen under incomplete relative to complete. The results provide support for the process in which participants depend on their mood as a source of information when inferring about missing information under reduced cognitive capacity.When people evaluate products, their evaluations often are influenced by their moods. For instance, a shopper in a good mood often will buy products unexpectedly; on the other hand, a person in a bad mood might be turned off by the pressure of salespeople. The effects of mood on product evaluation have long attracted the attention of consumer psychologists, and there is empirical support for this. For example, it was discovered that watching a pleasant film resulted in a more favorable evaluation for a new beverage (Dommermuch & Millard, 1967), and that people tended to have better images of products that they owned while in a good mood than in a bad mood (Isen, Shalker, Clark, & Karp, 1978). Facilitating consumer buying behavior is of great interest to marketers, and mood appears to be a major variable influencing buying.

Coping With Time Pressure and Knowledge Sharing in Buyer-Supplier Relationships

“…Accelerated processing coping mechanism (range: strongly disagree-strongly agree) -adapted from Heintzman and Mannell (2003) and Noda, Takai and Yoshida (2007) Compared to their normal operations, RTC . .…”

Identifying factors affecting consumers purchase incidence at retail trade shows

“…Perceived time pressure is a situational factor which shapes the level of information that consumers can process as well as the scope of their shopping activity (Herrington and Capella, 1995;Noda et al, 2007;Parker et al, 1989;Skallerud et al, 2009). We expect higher perceived time pressure to inhibit purchase incidence in retail trade show environments.…”

“…We expect higher perceived time pressure to inhibit purchase incidence in retail trade show environments. First, higher perceived time pressure can adversely affect consumers ability to retrieve from their memory relevant shopping information, such as shopping plans, product features, store settings and the like (Inman et al, 2009;Noda et al, 2007;Parker et al, 1989). With the ability to retrieve important shopping information potentially curtailed due to time pressure, failures to make intended purchases and deferrals of discretionary purchases raises (Herrington and Capella, 1995;Noda et al, 2007;Parker et al, 1989).…”

Increased affective influence: Situational complexity or deliberation time?

“…Under conditions of high cognitive load and time pressure, the general finding is increased affect infusion (e.g., Forgas, 1993Forgas, , 1994Shiv & Fedorikhin, 1999;2002;Sanbonmatsu & Fazio, 1990). Noda, Takai, and Yoshida (2007;cf. Siemer & Reisenzein, 1998) manipulated information content, but in terms of whether the information provided for a situation was complete or incomplete.…”