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When Do Incidental Mood Effects Last? Lay Beliefs versus Actual Effects

  • Anastasiya Pocheptsova
  • Nathan Novemsky
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    In a series of studies we examine how incidental mood present at the time of an experience affects judgments made long after the mood has dissipated and compare this to lay beliefs about how mood affects memory-based judgments. We find that memory-based judgments are affected by incidental mood only when there is an external prompt to evaluate the stimulus in real time. This is contrasted with lay beliefs about the effects of mood, which are not sensitive to delay or to the presence of real-time evaluations. The mismatch between lay beliefs and actual effects leads consumers to distort previously unbiased memory-based judgments when they are reminded of the source of the incidental mood. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/644760
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    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 36 (2010)
    Issue (Month): 6 (04)
    Pages: 992-1001

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    Handle: RePEc:ucp:jconrs:v:36:y:2010:i:6:p:992-1001
    Contact details of provider: Web page: http://www.journals.uchicago.edu/JCR/

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