An Arousal Regulation Explanation of Mood Effects on Consumer Choice

11 Pages Posted: 12 Sep 2012

See all articles by Fabrizio Di Muro

Fabrizio Di Muro

University of Western Ontario - Richard Ivey School of Business

Kyle B. Murray

University of Alberta - Department of Marketing, Business Economics & Law

Multiple version iconThere are 2 versions of this paper

Date Written: 2012

Abstract

This article examines how consumers’ preferences are affected by the interplay between their level of arousal and the valence of their current affective state. Building on prior research examining the regulation of mood valence, the authors propose that consumers are also motivated to manage their level of arousal. It is predicted that this motivation systematically affects consumers’ product prefer- ences such that consumers in a pleasant mood will tend to choose products that are congruent with their current level of arousal, while those in an unpleasant mood will tend to choose products that are incongruent with their current level of arousal. The results of three consequential choice studies — that use scent and music to vary consumers’ moods — provide strong support for the hypotheses. The article concludes with a discussion of the theoretical implications of the results.

Keywords: mood, arousal, consumer choice, preference, retail, atmospherics

JEL Classification: M31

Suggested Citation

Di Muro, Fabrizio and Murray, Kyle B., An Arousal Regulation Explanation of Mood Effects on Consumer Choice (2012). Journal of Consumer Research, Vol. 39, 2012. Available at SSRN: https://ssrn.com/abstract=2144802

Fabrizio Di Muro

University of Western Ontario - Richard Ivey School of Business ( email )

1151 Richmond Street North
London, Ontario N6A 3K7
Canada

Kyle B. Murray (Contact Author)

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada
780-248-1091 (Phone)
780-492-4631 (Fax)

HOME PAGE: http://www.kylemurray.com

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