The Effect of Mood States on Variety-Seeking Behavior: The Moderating Role of Price Promotion

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Abstract:

In this study we aimed to explore the effect of price promotion on the relationship between mood states and variety-seeking (VS) behavior. Participants were 133 university students, who were induced to feel either a sad or happy mood to test our hypothesis. Results indicated that price promotion mitigates the effect of affective states on VS. That is, people who are sad demonstrate more VS than those who are happy in the absence of price promotion. However, people in both mood states demonstrate similar level of VS in the presence of price promotion.

Keywords: MOOD STATES; PRICE PROMOTION; VARIETY SEEKING

Document Type: Research Article

DOI: http://dx.doi.org/10.2224/sbp.2009.37.10.1307

Publication date: November 1, 2009

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