Attitude–behavior relations can be based on belief-based or associative processes. Understanding the basic regulatory mechanisms that determine which type of process guides behavior in a specific situation is of crucial importance for predicting behavior. In this article, the authors tested mood states as a moderator. In two studies, associative and belief-based measures for attitudes were administered in a preliminary session. In a second session, mood was manipulated and behavior toward the attitude object involved was observed. Consistent with predictions, the results showed that in happy mood states, associative, but not belief-based measures of attitudes predicted behavior, whereas in sad mood states belief-based, but not associative measures of attitudes predicted behavior. The authors conclude that mood moderates which evaluative process, belief-based or associative, regulates behavior.
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