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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.
SCIMA record nr: 226069
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