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| Author: | Meloy, M.G. |
| Title: | Mood-driven distortion of product information |
| Journal: | Journal of Consumer Research
2000 : DEC, VOL. 27:3, p. 345-359 |
| Index terms: | BIAS CONSUMER CHOICE NEW PRODUCTS PRODUCT INFORMATION |
| Language: | eng |
| Abstract: | During the consumer choice process, predecisional distortion is the biased evaluation of new product information to support a tentatively preferred brand. An experiment revealed that creating a good mood by the unexpected gift or a bag of candy doubled the magnitude of this bias. |
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