haku: @author Paul Hill, R. / yhteensä: 1
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| Tekijä: | Paul Hill, R. Ward, J. C. |
| Otsikko: | Mood manipulation in marketing research : an examination of potential confounding effects. |
| Lehti: | Journal of Marketing Research
1989 : FEB, VOL. 26:1, p. 26:1, p. 97-104 |
| Asiasana: | CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | Recently, marketing researchers have become interested in the influence of mood on consumer behaviour. They assume that commonly used mood manipulations produce converging effects and don't form confounds with other explanatory variables. This assumption is questioned and it is proved that two different versions of the same mood manipulation are capable of producing comparable mood states that have basically different impact on subjects' perceived self-efficacy and subsequent decision- making effort. |
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