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...

Full description

Saved in:
Bibliographic Details
Main Authors: Di Muro, Fabrizio, Murray, Kyle B
Format: Conference Proceeding
Language:English
Subjects:
Consumer behavior
Consumers
Preferences
Studies
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary: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