2017
DOI: 10.1093/jcr/ucx121
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When Being in a Positive Mood Increases Choice Deferral

Abstract: Consumers’ choices are often accompanied by unrelated incidental moods. The positive mood caused by receiving a compliment, for example, may persist when one is choosing what service to book or which product to buy. How might being in a positive mood affect consumers’ subsequent, unrelated choices? The present research demonstrates that being in a positive mood can make consumers more likely to defer choice. Four studies show that when choosing requires trade-offs between important choice attributes, being in … Show more

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Cited by 18 publications
(17 citation statements)
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“…However, affect has also been postulated to influence the semantic concepts that are retrieved and brought to bear on the interpretation of judgment‐relevant information (Bower, ; Bower, Gilligan, & Monteiro, ) and the subset of knowledge that individuals retrieve from memory (Isen, Shalker, Clark, & Karp, ; but see Bower & Mayer, ). (For other examples of the impact of affect on goal‐directed information processing, see Etkin & Ghosh, . )…”
Section: Applicationsmentioning
confidence: 99%
“…However, affect has also been postulated to influence the semantic concepts that are retrieved and brought to bear on the interpretation of judgment‐relevant information (Bower, ; Bower, Gilligan, & Monteiro, ) and the subset of knowledge that individuals retrieve from memory (Isen, Shalker, Clark, & Karp, ; but see Bower & Mayer, ). (For other examples of the impact of affect on goal‐directed information processing, see Etkin & Ghosh, . )…”
Section: Applicationsmentioning
confidence: 99%
“…Consumer researchers have also pursued the understanding of how mood affects choice and preference. For example, how being in a positive mood increase choice deferral (Etkin, Ghosh, Dahl, & Laboo, 2018) Attitudes transform into goals (Perugini & Bagozzi, 2001), and understanding goals has become a field of study in its own. Today, researchers are studying how goal specificity shapes motivation (Wallace, Etkin, Gita, & Bagchi, 2018) and how to help consumers to keep progress with their goals (Koo & Fishbach, 2012).…”
Section: Interpretive Consumer Behavior Researchmentioning
confidence: 99%
“…Henceforth many of the parallel research attempts have suggested to ignore the human intelligent properties and rather focus on the image specific properties for the content retrieval. Later this theory was made further stronger with the case study by J. Etkin et al [6].…”
Section: Introductionmentioning
confidence: 97%