Skip to main content

When hedonic products help regulate my mood

Abstract

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.

This is a preview of subscription content, access via your institution.

Fig. 1

References

  • Adaval, R. (2001). Sometimes it just feels right: the differential weighting of affect-consistent and affect-inconsistent product information. Journal of Consumer Research, 28(1), 1–17.

    Article  Google Scholar 

  • Andrade, E. B. (2005). Behavioral consequences of affect: combining evaluative and regulatory mechanisms. Journal of Consumer Research, 32, 355–362.

    Article  Google Scholar 

  • Atalay, A. S., & Meloy, M. G. (2011). Retail therapy: a strategic effort to improve mood. Psychology & Marketing, 28(6), 638–660.

    Article  Google Scholar 

  • Bagozzi, R. P., Baumgartner, H., & Pieters, R. (1998). Goal-directed emotions. Cognition and Emotion, 12, 1–26.

    Article  Google Scholar 

  • Bates, K., Burton, S., Howlett, E., & Huggins, K. (2009). The roles of gender and motivation as moderators of the effects of calorie and nutrient information provision on away-from-home foods. Journal of Consumer Affairs, 43(2), 249–273.

    Article  Google Scholar 

  • Batra, R., & Stayman, D. M. (1990). The role of mood in advertising effectiveness. Journal of Consumer Research, 17(2), 203–214.

    Article  Google Scholar 

  • Bodenhausen, G. V., Kramer, G. P., & Süsser, K. (1994). Happiness and stereotypic thinking in social judgment. Journal of Personality and Social Psychology, 66, 621–632.

    Article  Google Scholar 

  • Bush, A. J., & Hair, J. F. (1985). An assessment of the mall intercept as a data collection method. Journal of Market Research, 22, 158–167.

    Article  Google Scholar 

  • Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth. Internet Research, 18(3), 229–247.

    Article  Google Scholar 

  • Cialdini, R. B., Darby, B. L., & Vincent, J. (1973). Transgression and altruism: a case for hedonism. Journal of Experimental Social Psychology, 9, 502–516.

    Article  Google Scholar 

  • Cohen, J. B., & Andrade, E. B. (2004). Affective intuition and task-contingent affect regulation. Journal of Consumer Research, 31, 358–367.

    Article  Google Scholar 

  • Das, E., & Fennis, B. M. (2008). In the mood to face the facts: when a positive mood promotes systematic processing of self-threatening information. Motivation and Emotion, 32, 221–230.

    Article  Google Scholar 

  • Drolet, A., Williams, P., & Lau-Gesk, L. (2007). Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products. Marketing Letters, 18, 211–221.

    Article  Google Scholar 

  • Fedorikhin, A., & Cole, C. A. (2004). Mood effects on attitudes, perceived risk and choice: moderators and mediators. Journal of Consumer Psychology, 14(1&2), 2–12.

    Article  Google Scholar 

  • Forgas, J. P. (2007). When sad is better than happy: negative affect can improve the quality and effectiveness of persuasive messages and social influence strategies. Journal of Experimental Social Psychology, 43, 513–528.

    Article  Google Scholar 

  • Fredrickson, B. L. (1998). What good are positive emotions? Review of General Psychology, 2, 300–319.

    Article  Google Scholar 

  • Fredrickson, B. L. (2001). The role of positive emotions in positive psychology: The Broaden and Build Theory of Positive Emotions. American Psychologist, 56(3), 218–226.

    Article  Google Scholar 

  • Garg, N., Wansink, B., & Inman, J. J. (2006). The influence of incidental affect on consumers’ food intake. Journal of Marketing, 71, 194–206.

    Article  Google Scholar 

  • Gershoff, A. D., Mukherjee, A., & Mukhopadhyay, A. (2006). ‘I Love it’ or ‘I Hate it?’ The positivity effect of stated preferences for agent evaluation. Marketing Letters, 17(2), 103–117.

    Article  Google Scholar 

  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet. Journal of Interactive Marketing, 18(1), 38–52.

    Article  Google Scholar 

  • Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and attribute information on persuasion: an accessibility-diagnosticity perspective. Journal of Consumer Research, 17(3), 454–462.

    Article  Google Scholar 

  • Holbrook, M. B. (1986). Emotion in the consumption experience: towards a new model of the human consumer. In A. Peterson Robert, D. Hoyer Wayne, & R. Wilson William (Eds.), The role of affect in consumer behavior: emerging theories and applications (pp. 17–52). MA: Lexington.

    Google Scholar 

  • Isen, A. M., & Geva, N. (1987). The influence of positive affect on acceptable level of risk: the person with a large canoe has a large worry. Organizational Behavior and Human Decision Processes, 39, 145–154.

    Article  Google Scholar 

  • Knobloch, S., & Zillmann, D. (2002). Mood management via the digital jukebox. Journal of Communication (June): 351–366.

  • Labroo, A. A., & Mukhopadhyay, A. (2009). Lay theories of emotion transience and the search for happiness: a fresh perspective on affect regulation. Journal of Consumer Research, 36(2), 242–254.

    Article  Google Scholar 

  • Laros, F. J. M., & Steenkamp, J. B. E. M. (2005). Emotions in consumer behavior: a hierarchical approach. Journal of Business Research, 58, 1437–1445.

    Article  Google Scholar 

  • Larsen, R. J., & Prizmic, Z. (2004). Affect regulation. In R. F. Baumeister & K. D. Vohs (Eds.), Handbook of self-regulation: Research, theory and applications (pp. 40–61). New York: Guilford.

    Google Scholar 

  • Lerner, J. S., Small, D. A., & Loewenstein, G. (2004). Heart strings and pursue strings: carryover effects of emotions on economic decisions. Psychological Science, 15, 337–341.

    Article  Google Scholar 

  • Lim, E. A. I., & Ang, S. H. (2008). Hedonic vs. utilitarian consumption: a cross-cultural perspective based on cultural conditioning. Journal of Business Research, 61(2008), 225–232.

    Article  Google Scholar 

  • Lin, C. H., Yen, H. R., & Chuang, S. C. (2006). The effects of emotion and need for cognition on consumer choice involving risk. Marketing Letters, 17(1), 47–60.

    Article  Google Scholar 

  • Park, D. H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of mouth via online consumer reviews. Electronic Commerce Research and Applications, 7, 399–410.

    Article  Google Scholar 

  • Pham, M. T., Cohen, J. B., Pracejus, J. W., & Hughes, D. (2001). Affect monitoring and the primacy of feelings in judgment. Journal of Consumer Research, 28, 167–188.

    Article  Google Scholar 

  • Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879–891.

    Article  Google Scholar 

  • Raghunathan, R., & Trope, Y. (2002). Walking the tightrope between feeling good and being accurate: mood as a resource in processing persuasive messages. Journal of Personality and Social Psychology, 83, 510–525.

    Article  Google Scholar 

  • Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: a pilot study. Journal of Marketing, 47(1), 68–78.

    Article  Google Scholar 

  • Schwarz, N. (1990). Feelings as information: informational and motivational functions of affective states. In R. M. Sorrentino & E. T. Higgins (Eds.), Handbook of motivation and cognition: foundations of social behavior (pp. 527–561). New York: Guilford.

    Google Scholar 

  • Schwarz, N., & Clore, G. L. (1983). Mood, misattribution, and judgments of well-being: informative and directive functions of affective states. Journal of Personality and Social Psychology, 45, 513–523.

    Article  Google Scholar 

  • Schwarz, N., & Clore, G. L. (1996). Feelings and Phenomenal Experiences. In E. T. Higgings & A. W. Kruglanski (Eds.), Social psychology: handbook of basic principles (pp. 433–465). New York: Guildford.

    Google Scholar 

  • Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive Marketing, 21(4), 76–94.

    Article  Google Scholar 

  • Suh, J. C. (2009). The role of consideration sets in brand choice: the moderating role of product characteristics. Psychology & Marketing, 26(6), 534–550.

    Article  Google Scholar 

  • Tice, D. M., Bratslavsky, E., & Baumeister, R. (2001). Emotional distress regulation takes precedence over impulse control: if you feel bad, do it! Journal of Personality and Social Psychology, 80, 53–67. January.

    Article  Google Scholar 

  • Voss, K. E., Spangenberg, E., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40, 310–320.

    Article  Google Scholar 

  • Wegener, D. T., Petty, R. E., & Smith, S. M. (1995). Positive mood can increase or decrease message scrutiny: The Hedonic Contingency view of mood and message processing. Journal of Personality and Social Psychology, 69(1), 5–2.

    Article  Google Scholar 

  • Woods, W. A. (1960). Psychological dimensions of consumer decision. Journal of Marketing, 24, 15–19.

    Article  Google Scholar 

  • Zhang, Y., & Richard, B. (1999). Moderating effects of need for cognition on responses to positively versus negatively framed advertising messages. Journal of Advertising, 28(2), 1–15.

    Google Scholar 

  • Zhao, W., Jr Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: myths and truths about mediation analysis. Journal of Consumer Research, 37, 197–206.

    Article  Google Scholar 

Download references

Acknowledgments

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.

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Inés López López.

Rights and permissions

Reprints and Permissions

About this article

Cite this article

López López, I., Ruiz de Maya, S. When hedonic products help regulate my mood. Mark Lett 23, 701–717 (2012). https://doi.org/10.1007/s11002-012-9172-7

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11002-012-9172-7

Keywords

  • Mood
  • Affect regulation
  • Information processing
  • Product reviews