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- Title
An Examination of the Effects of Context Induced Mood States on the Evaluation of a "Feel Good" Product: The Moderating Role of Product Type and the Consistency Effects Model.
- Authors
Hadjimarcou, John; Marks, Lawrence J.
- Abstract
This study examines the effects of context induced mood states on evaluation, cognitions of favorable and unfavorable attribute information, and purchase intentions of a "feel-good" product. The consistency effects model is used to predict and interpret incongruency effects of negative mood states on product evaluations, cognitions, and purchase intentions taking into account the moderating role of product type. Findings indicate that the integration of product type (i.e., a "feel-good" product) and the consistency effects model can adequately account for the majority of the effects observed in the study. Implications for advertising strategy are discussed and further research suggestions are offered.
- Subjects
MOOD (Psychology); CONTEXT effects (Psychology); COMMERCIAL product evaluation; CONSUMER goods; CONSUMER behavior; INTENTION; PSYCHOLOGY
- Publication
Advances in Consumer Research, 1994, Vol 21, Issue 1, p509
- ISSN
0098-9258
- Publication type
Article