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When Being in a Positive Mood Increases Choice Deferral

Author

Listed:
  • Jordan Etkin
  • Anastasiya Pocheptsova Ghosh
  • Darren DahlEditor
  • Aparna LabooAssociate Editor

Abstract

Consumers’ choices are often accompanied by unrelated incidental moods. The positive mood caused by receiving a compliment, for example, may persist when one is choosing what service to book or which product to buy. How might being in a positive mood affect consumers’ subsequent, unrelated choices? The present research demonstrates that being in a positive mood can make consumers more likely to defer choice. Four studies show that when choosing requires trade-offs between important choice attributes, being in a positive (vs. neutral) mood makes choosing more difficult and therefore increases the likelihood of deferring choice altogether. The findings further understanding of how incidental factors shape choice processes and outcomes and the role of emotions in decision making.

Suggested Citation

  • Jordan Etkin & Anastasiya Pocheptsova Ghosh & Darren DahlEditor & Aparna LabooAssociate Editor, 2018. "When Being in a Positive Mood Increases Choice Deferral," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 45(1), pages 208-225.
    • Handle: RePEc:oup:jconrs:v:45:y:2018:i:1:p:208-225.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucx121
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    Cited by:

    1. Cervi, Cleber & Brei, Vinicius Andrade, 2022. "Choice deferral: The interaction effects of visual boundaries and consumer knowledge," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    2. 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.

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