The effect of mood states on variety-seeking behavior: The moderating role of price promotion

Chien Huang Lin, Hung Chou Lin*

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

6 引文 斯高帕斯(Scopus)

摘要

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.

原文英語
頁(從 - 到)1307-1312
頁數6
期刊Social Behavior and Personality
37
發行號10
DOIs
出版狀態已發佈 - 2009 十二月 1
對外發佈

ASJC Scopus subject areas

  • 社會心理學

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