When hedonic products help regulate my mood
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This paper analyzes how affect mechanisms work when consumers form their attitude toward and intention to purchase a hedonic product. The first of two studies shows that when products have the potential to improve moods, affect regulation dominates affective evaluation in forming purchase intentions. In other words, the need to repair one’s mood overrides mood-congruent reviews. However, the affect regulation mechanism is not very stable, and study two shows that introducing a competing source of information, such as product reviews, overwhelms the effect. Results show that when consumers are in a bad mood, product reviews significantly influence their attitude and purchase intention regarding a hedonic product. However, this effect is not significant for consumers in a positive mood because they generate both arguments and counterarguments that compensate for the information received from a third party.
KeywordsMood Affect regulation Information processing Product reviews
The authors thank the editor and the two reviewers for their helpful comments. This research was supported by the grant ECO2009-13170 from the Spanish Ministry of Science and Innovation and by the Fundación Séneca-Agencia de Ciencia y Tecnología de la Región de Murcia (Spain), under the II PCTRM 2007-2010. Authors also thank the support provided by Fundación Cajamurcia.
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