Arousal Congruency and Consumer Choice

Arousal Congruency and Consumer Choice

We examine how consumers' preferences are affected by the interplay between the arousal and valence of their affective state. We find strong support for the prediction that consumers in a positive (negative) mood prefer products that are congruent (incongruent) with both the arousal and valence...

Ausführliche Beschreibung

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Bibliographische Detailangaben
Hauptverfasser: Di Muro, Fabrizio, Murray, Kyle B
Format: Tagungsbericht
Sprache:eng
Schlagworte:
Consumer behavior
Consumers
Preferences
Studies
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Beschreibung
Zusammenfassung:We examine how consumers' preferences are affected by the interplay between the arousal and valence of their affective state. We find strong support for the prediction that consumers in a positive (negative) mood prefer products that are congruent (incongruent) with both the arousal and valence of their affective state.
ISSN:0098-9258