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The effects of emotion and need for cognition on consumer choice involving risk

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Abstract

Building upon previous research, this article proposes that the effect of mood on risk-taking is moderated by the individual’s need for cognition. The hypothesized effect of mood and the need for cognition are tested with different types of consumer choices in three studies. Consistent with the hypotheses, the results indicate that the subjects in happy mood tend to be risk-aversive while the subjects in sad mood incline to take risks. Furthermore, the mood affects risk-taking behavior more for the low-NFC subjects than for the high-NFC ones. Finally, implications of the findings and suggestions for future research are discussed.

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Authors and Affiliations

  1. Department of Business Administration, National Central University, Chung Li, Taiwan

    Chien-Huang Lin

  2. Department of Information Administration, National Central University, Chung Li, Taiwan

    HsiuJu Rebecca Yen

  3. Department of Business Administration, Chao-yang University of Technology, Taichung County, Taiwan

    Shin-Chieh Chuang

Authors
  1. Chien-Huang Lin
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  2. HsiuJu Rebecca Yen
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  3. Shin-Chieh Chuang
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Correspondence to Shin-Chieh Chuang.

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Lin, CH., Yen, H.R. & Chuang, SC. The effects of emotion and need for cognition on consumer choice involving risk. Market Lett 17, 47–60 (2006). https://doi.org/10.1007/s11002-006-4146-2

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