Mood states and consumer behavior: a critical review

Article Abstract:

The mediating role of mood states and their potential importance to consumer behavior research are examined through the creation of a conceptual framework. A review of previous psychological research shows that mood states affect behavior, evaluation and recall both directly and indirectly. These effects are examined to find their range and limitations, and their implications for consumer behavior are studied in three areas: service encounters, point-of-purchase stimuli, and the content and context of communications. The feasibility and viability of mood-related approaches to marketing research and practice are also discussed.

Psychological aspects, Analysis, Marketing, Comparative analysis, Consumers, Social psychology, Mood (Psychology), Psychological research

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Consumer responses to performance failures by high-equity brands

Article Abstract:

Conditions that mitigate negative consumer reactions to high-equity brand failures are investigated in two experiments. Brands fare best when responses are either timed immediately after that failure, when failure is severe, or when there is substantial distraction.

United States, Science & research, Customer satisfaction, New product failure, Report, Brand equity

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