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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
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    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..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/522096
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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 34 (2008)
    Issue (Month): 5 (09)
    Pages: 657-669

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    Handle: RePEc:ucp:jconrs:v:34:y:2008:i:5:p:657-669

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Bartikowski, Boris & Singh, Nitish, 2014. "Should all firms adapt websites to international audiences?," Journal of Business Research, Elsevier, vol. 67(3), pages 246-252.
    2. Drichoutis, Andreas & Nayga, Rodolfo & Klonaris, Stathis, 2010. "The Effects of Induced Mood on Preference Reversals and Bidding Behavior in Experimental Auction Valuation," MPRA Paper 25597, University Library of Munich, Germany.

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