Mood effects on consumer behaviour : a contemporary review.

Abstract

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.