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Mood and Comparative Judgment: Does Mood Influence Everything and Finally Nothing?

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  • Cheng Qiu
  • Catherine W. M. Yeung

Abstract

Research indicates that mood can influence evaluation of a product when considered in isolation. However, little is known about its influence on comparisons among several alternatives. Four experiments assessed the nature of this influence. When evaluating each option individually upon encountering it, happy participants reported greater preferences for the first encountered option than unhappy participants. When withholding evaluations until having seen all options, however, happy participants reported greater preferences for the last encountered option than unhappy participants. Which comparison strategy was employed, and consequently the impact of mood on preferences, depended on the similarity of choice alternatives in terms of appearance versus descriptive features. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Cheng Qiu & Catherine W. M. Yeung, 2008. "Mood and Comparative Judgment: Does Mood Influence Everything and Finally Nothing?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 657-669, September.
    • Handle: RePEc:oup:jconrs:v:34:y:2008:i:5:p:657-669
    DOI: 10.1086/522096
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    Cited by:

    1. Halbauer, Ingo & Klarmann, Martin, 2022. "How voice retailers can predict customer mood and how they can use that information," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 77-95.
    2. Ahmadi, Iman & Habel, Johannes & Jia, Miaolei & Wei, Sarah, 2022. "Consumer stockpiling under the impact of a global disaster: The evolution of affective and cognitive motives," Journal of Business Research, Elsevier, vol. 142(C), pages 56-71.
    3. Manzini, Paola & Mariotti, Marco, 2010. "Moody Choice," IZA Discussion Papers 5005, Institute of Labor Economics (IZA).
    4. Bartikowski, Boris & Singh, Nitish, 2014. "Should all firms adapt websites to international audiences?," Journal of Business Research, Elsevier, vol. 67(3), pages 246-252.

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