When Being in a Positive Mood Increases Choice Deferral

Jordan Etkin · Anastasiya Pocheptsova Ghosh

24 citations0/0 files storedJournal of Consumer Research

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Decision-Making and Behavioral Economics Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Abstract Consumers’ choices are often accompanied by unrelated incidental moods. The positive mood caused by receiving a compliment, for example, may persist when one is choosing what service to book or which product to buy. How might being in a positive mood affect consumers’ subsequent, unrelated choices? The present research demonstrates that being in a positive mood can make consumers more likely to defer choice. Four studies show that when choosing requires trade-offs between important choice attributes, being in a positive (vs. neutral) mood makes choosing more difficult and therefore increases the likelihood of deferring choice altogether. The findings further understanding of how incidental factors shape choice processes and outcomes and the role of emotions in decision making.

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References

1988Development and validation of brief measures of positive and negative affect: The PANAS scales.1988Development and validation of brief measures of positive and negative affect: The PANAS scales.2008Social psychology: handbook of basic principles 1961The Economics of Information 1983Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states.1997Social psychology: handbook of basic principles 1993Handbook of Emotions 1987Positive affect facilitates creative problem solving.

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