Mood effects on consumer behaviour : a contemporary review.
Chua, Wei Kee.
Liu, Nga Yee.
Date of Issue2007
College of Business (Nanyang Business School)
This review seeks to explore the linkages between mood and consumer behaviour and specifically, the underlying processes that elicit consumer behaviour upon evoking a certain mood state through the use of marketing stimuli. In this paper, a conceptual model of how mood influences consumer behaviour is developed through drawing inferences and making predictions via literature review. A thorough examination of major theoretical perspectives serves to explain relationship between mood and consumer behaviour from different perspectives. As a result, three generalisations regarding mood-effects were made.
Final Year Project (FYP)
Nanyang Technological University