Abstract
This article examines how consumers' preferences are affected by the interplay between their level of arousal and the valence of their current affective state. Building on prior research examining the regulation of mood valence, the authors propose that consumers are also motivated to manage their level of arousal. It is predicted that this motivation systematically affects consumers' product preferences such that consumers in a pleasant mood will tend to choose products that are congruent with their current level of arousal, while those in an unpleasant mood will tend to choose products that are incongruent with their current level of arousal. The results of three consequential choice studies-that use scent and music to vary consumers' moods-provide strong support for the hypotheses. The article concludes with a discussion of the theoretical implications of the results.
| Original language | English |
|---|---|
| Pages (from-to) | 574-584 |
| Number of pages | 11 |
| Journal | Journal of Consumer Research |
| Volume | 39 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - Oct 2012 |
| Externally published | Yes |
Cite this
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An arousal regulation explanation of mood effects on consumer choice. / Di Muro, Fabrizio; Murray, Kyle B.
In: Journal of Consumer Research, Vol. 39, No. 3, 10.2012, p. 574-584.Research output: Contribution to journal › Article › Research › peer-review
TY - JOUR
T1 - An arousal regulation explanation of mood effects on consumer choice
AU - Di Muro, Fabrizio
AU - Murray, Kyle B.
PY - 2012/10
Y1 - 2012/10
N2 - This article examines how consumers' preferences are affected by the interplay between their level of arousal and the valence of their current affective state. Building on prior research examining the regulation of mood valence, the authors propose that consumers are also motivated to manage their level of arousal. It is predicted that this motivation systematically affects consumers' product preferences such that consumers in a pleasant mood will tend to choose products that are congruent with their current level of arousal, while those in an unpleasant mood will tend to choose products that are incongruent with their current level of arousal. The results of three consequential choice studies-that use scent and music to vary consumers' moods-provide strong support for the hypotheses. The article concludes with a discussion of the theoretical implications of the results.
AB - This article examines how consumers' preferences are affected by the interplay between their level of arousal and the valence of their current affective state. Building on prior research examining the regulation of mood valence, the authors propose that consumers are also motivated to manage their level of arousal. It is predicted that this motivation systematically affects consumers' product preferences such that consumers in a pleasant mood will tend to choose products that are congruent with their current level of arousal, while those in an unpleasant mood will tend to choose products that are incongruent with their current level of arousal. The results of three consequential choice studies-that use scent and music to vary consumers' moods-provide strong support for the hypotheses. The article concludes with a discussion of the theoretical implications of the results.
UR - http://www.scopus.com/inward/record.url?scp=84866972988&partnerID=8YFLogxK
U2 - 10.1086/664040
DO - 10.1086/664040
M3 - Article
VL - 39
SP - 574
EP - 584
JO - Journal of Consumer Research
JF - Journal of Consumer Research
SN - 0093-5301
IS - 3
ER -