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


Journal Article

© 2014 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved. 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.

Full Text

Duke Authors

Cited Authors

  • Pocheptsova, A; Petersen, FE; Etkin, J

Published Date

  • January 1, 2015

Published In

Volume / Issue

  • 25 / 2

Start / End Page

  • 296 - 303

International Standard Serial Number (ISSN)

  • 1057-7408

Digital Object Identifier (DOI)

  • 10.1016/j.jcps.2014.11.001

Citation Source

  • Scopus