An Arousal Regulation Explanation of Mood Effects on Consumer Choice
An Arousal Regulation Explanation of Mood Effects on Consumer Choice
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DOI：
10.1086/664040
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发表时间：
2012-10-01
影响因子：
7.2
通讯作者：
Murray, Kyle B.
中科院分区：
文献类型：
--
作者：
Di Muro, Fabrizio;Murray, Kyle B.
本文探讨了消费者的偏好如何受到他们的唤醒水平和当前情感状态效价之间相互作用的影响。基于先前对情绪效价调节的研究，作者提出，消费者也有动力管理自己的唤醒水平。据预测，这种动机系统地影响消费者的产品偏好，使得心情愉快的消费者倾向于选择与他们当前的唤醒水平相符的产品，而心情不愉快的消费者则倾向于选择与他们当前的唤醒水平不一致的产品。三项相应的选择研究（利用气味和音乐来改变消费者的情绪）的结果为这些假设提供了强有力的支持。文章最后讨论了结果的理论意义。
This article examines how consumers' preferences are affected by the interplay between their level of arousal and the valence of their current affective state. Building on prior research examining the regulation of mood valence, the authors propose that consumers are also motivated to manage their level of arousal. It is predicted that this motivation systematically affects consumers' product preferences such that consumers in a pleasant mood will tend to choose products that are congruent with their current level of arousal, while those in an unpleasant mood will tend to choose products that are incongruent with their current level of arousal. The results of three consequential choice studies-that use scent and music to vary consumers' moods-provide strong support for the hypotheses. The article concludes with a discussion of the theoretical implications of the results.