Two birds, one stone? Positive mood makes products seem less useful for multiple-goal pursuit

Anastasiya Pocheptsova, Francine Espinoza Petersen, Jordan Etkin

Research output: Contribution to journalArticlepeer-review

4 Scopus citations

Abstract

Negotiating the pursuit of multiple goals often requires making difficult trade-offs between goals. In these situations, consumers can benefit from using products that help them pursue several goals at the same time. But do consumers always prefer these multipurpose products? We propose that consumers' incidental mood state alters perceptions of products in a multiple-goal context. Four studies demonstrate that being in a positive mood amplifies perceptions of differences between multiple conflicting goals. As a consequence, consumers are less likely to evaluate multipurpose products as being able to serve multiple distinct goals simultaneously. We conclude by discussing implications of these findings for marketers of multipurpose products.

Original languageEnglish (US)
Pages (from-to)296-303
Number of pages8
JournalJournal of Consumer Psychology
Volume25
Issue number2
DOIs
StatePublished - 2015
Externally publishedYes

Keywords

  • Goals
  • Positive mood
  • Product evaluation

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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