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Is consumer self-confidence a stable phenomenon?

The effect of mood on self-confidence dimensions

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Consumer self-confidence is considered an important concept for understanding consumer behaviour. Previous marketing literature has suggested that consumer self-confidence is a stable phenomenon; however, psychology findings indicate that this might not be the case. In this study, we examine the link between a fluctuating affective state, mood, and consumer self-confidence by considering consumer self-confidence as a multi-dimensional construct consisting of six distinct dimensions. The results showed that mood is positively related to five factors of consumer self-confidence (all except social outcome) and that the effects of mood on these five dimensions vary considerably. These results provide support to the theory that the self-confidence of consumers fluctuates across time and situations based on their mood. The results imply that firms are able to impact consumer self-confidence by enhancing consumers' mood. Implications for measuring consumer self-confidence are also discussed.
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Document Type: Research Article

Publication date: 01 September 2011

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