Mood-driven distortion of product information

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58 Scopus citations

Abstract

During the consumer choice process, predecisional distortion is the biased evaluation of new product information to support a tentatively preferred brand. An experiment revealed that creating a good mood by the unexpected gift of a bag of candy doubled the magnitude of this bias. Furthermore, information that seemed to preserve the good mood but disconfirmed the tentative preference (by being positive about the trailing brand) had greater impact than did mood-disrupting, negative information about the leading brand. The results, especially those for the disconfirming information, were compatible with the goal of mood management.

Original languageEnglish (US)
Pages (from-to)345-359
Number of pages15
JournalJournal of Consumer Research
Volume27
Issue number3
DOIs
StatePublished - Jan 1 2000

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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