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15 July 2011

Shop when you're happy

Consumers who are in a positive mood make quicker and more consistent judgments than unhappy people.

Consumers who are in a positive mood make quicker and more consistent judgments than unhappy people, according to a new study in the Journal of Consumer Research.

The authors manipulated study participants' moods by showing them pictures of likable objects (puppies) or unpleasant images (diseased feet) or asking them to recall pleasant or unpleasant events from the past. After these "affect inductions" the participants viewed pictures of common objects one at a time. They then chose from a list of evaluative adjectives, positive and negative, which were presented in a random order.

 
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