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The Influence of Positive Mood on Brand Extension Evaluations


  • Barone, Michael J
  • Miniard, Paul W
  • Romeo, Jean B


The current research examines how positive mood influences consumer evaluations of brand extensions. As a means of addressing this issue, we integrate findings from prior research on brand extensions with those concerning the effect of mood on similarity and evaluative judgments. Our results indicate that positive mood primarily enhances evaluations of extensions viewed as moderately similar (as opposed to very similar or dissimilar) to a favorably evaluated core brand. This pattern of effects prevailed in separate studies using two different types of mood manipulations. The evidence supports a mood process in which the influence of positive mood on extension evaluations is mediated by its effects on perceptions of the similarity between the core brand and the extension as well as the perceived competency of the marketer in producing the extension. Implications of these findings for marketing managers are presented along with suggestions for further research. Copyright 2000 by the University of Chicago.

Suggested Citation

  • Barone, Michael J & Miniard, Paul W & Romeo, Jean B, 2000. " The Influence of Positive Mood on Brand Extension Evaluations," Journal of Consumer Research, Oxford University Press, vol. 26(4), pages 386-400, March.
  • Handle: RePEc:oup:jconrs:v:26:y:2000:i:4:p:386-400

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    Cited by:

    1. Drichoutis, Andreas C. & Nayga, Rodolfo M., 2013. "Eliciting risk and time preferences under induced mood states," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 45(C), pages 18-27.
    2. van Dolen, Willemijn M. & de Ruyter, Ko & Streukens, Sandra, 2008. "The effect of humor in electronic service encounters," Journal of Economic Psychology, Elsevier, vol. 29(2), pages 160-179, April.
    3. repec:spr:amsrev:v:6:y:2016:i:1:d:10.1007_s13162-016-0078-z is not listed on IDEAS
    4. Milberg, Sandra J. & Sinn, Francisca, 2008. "Vulnerability of global brands to negative feedback effects," Journal of Business Research, Elsevier, vol. 61(6), pages 684-690, June.
    5. Jae-Eun Kim & Kim Johnson, 2013. "The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination," Journal of Business Ethics, Springer, vol. 112(1), pages 79-90, January.
    6. Jae Jin Lee & Sung-Jun Lee, 2017. "The Differences of Asian and Western Consumers’ Attitudes towards Brand Extensions by Information Types: Attributerelated versus Non-attribute-related Information," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 281-290.
    7. repec:spr:amsrev:v:4:y:2014:i:3:d:10.1007_s13162-014-0061-5 is not listed on IDEAS
    8. Elen, Maarten & D'Heer, Evelien & Geuens, Maggie & Vermeir, Iris, 2013. "The influence of mood on attitude–behavior consistency," Journal of Business Research, Elsevier, vol. 66(7), pages 917-923.
    9. Martínez, Eva & Montaner, Teresa & Pina, José M., 2009. "Brand extension feedback: The role of advertising," Journal of Business Research, Elsevier, vol. 62(3), pages 305-313, March.
    10. Kim, Kyeongheui & Park, Jongwon & Kim, Jungkeun, 2014. "Consumer–brand relationship quality: When and how it helps brand extensions," Journal of Business Research, Elsevier, vol. 67(4), pages 591-597.
    11. Michael J. Barone & Alexander Fedorikhin & David E. Hansen, 2017. "The influence of positive affect on consideration set formation in memory-based choice," Marketing Letters, Springer, vol. 28(1), pages 59-69, March.
    12. 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.
    13. Yoo, Changjo & MacInnis, Deborah, 2005. "The brand attitude formation process of emotional and informational ads," Journal of Business Research, Elsevier, vol. 58(10), pages 1397-1406, October.
    14. repec:eee:jbrese:v:84:y:2018:i:c:p:125-140 is not listed on IDEAS
    15. Malhotra, Naresh K., 2005. "Attitude and affect: new frontiers of research in the 21st century," Journal of Business Research, Elsevier, vol. 58(4), pages 477-482, April.

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