The Interaction Effect of Mood and Price Level on Purchase Intention

The present study examines the interaction of price level and mood on purchase intention. It integrates the mood congruency argument and mood regulation argument of affect influence by specifying how consumers' affective state influences their interpretation of price as a mood lifting, mood thr...

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Bibliographic Details
Main Authors: Cai, Fengyan, Tang, Felix, Jia, Jian-Min
Format: Conference Proceeding
Language:English
Subjects:
Consumer behavior
Emotions
Positivism
Price levels
Self control
Studies
Online Access:Get full text
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Summary:The present study examines the interaction of price level and mood on purchase intention. It integrates the mood congruency argument and mood regulation argument of affect influence by specifying how consumers' affective state influences their interpretation of price as a mood lifting, mood threatening, or neutral cue, which in turn guides their behavior. The experiment demonstrates that consumers in positive mood have higher intention to purchase a regular-priced product than consumers in negative mood, consistent with the mood consistent explanation. However, the reverse is true when the price of the product is high, as predicted by the mood regulation explanation.
ISSN:0098-9258