search query: @author Harich, K. / total: 2
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| Author: | Curren, M. Harich, K. |
| Title: | Consumers' mood states: the mitigating influence of personal relevance on product evaluations |
| Journal: | Psychology & Marketing
1994 : MAR-APR, VOL. 11:2, p. 91-107 |
| Index terms: | PSYCHOLOGY CONSUMERS PRODUCTS EVALUATION |
| Language: | eng |
| Abstract: | This article reports the results of two studies where subjects' mood states (good, bad) were manipulated. In keeping with previous findings, subjects' evaluations were biased by their mood state. As predicted, however, this bias was only discernible when the product evaluation was perceived to be relatively unimportant. Research suggests that evaluations of people, objects, or ideas will be consistent with one's mood. That is, a good mood tends to lead to more favorable evaluations, whereas a bad mood leads to unfavorable evaluations. |
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