IDEAS home Printed from
   My bibliography  Save this article

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

    Download full text from publisher

    File URL:
    Download Restriction: no


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. repec:eee:ijrema:v:25:y:2008:i:2:p:129-137 is not listed on IDEAS
    2. 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.
    3. repec:spr:amsrev:v:4:y:2014:i:3:d:10.1007_s13162-014-0061-5 is not listed on IDEAS
    4. repec:eee:ijrema:v:28:y:2011:i:2:p:120-133 is not listed on IDEAS
    5. 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.
    6. 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.
    7. 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.
    8. 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.
    9. 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.
    10. repec:spr:amsrev:v:6:y:2016:i:1:d:10.1007_s13162-016-0078-z is not listed on IDEAS
    11. 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.
    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. repec:eee:joreco:v:21:y:2014:i:4:p:529-536 is not listed on IDEAS
    16. 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.
    17. 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.
    18. 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.

    More about this item


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:26:y:2000:i:4:p:386-400. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.