A Range-Frequency Theory Account of the Effects of Mood on Evaluations

Abstract

Parducci's Range-Frequency Theory (1965) is applied to the discussion of the effect of mood on evaluations. Consistent with prior research on the effect of mood on judgment, the current study predicts that evaluations of overall satisfaction will be higher among participants experiencing happy moods and lower among those experiencing sad moods. Contrary to prior research, however, it is further hypothesized that evaluations of specific attributes will be lower for participants experiencing happy moods and higher for those experiencing sad moods, which is consistent Frequency Theory. with principles outlined in Parducci's Range-Frequency Theory.

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