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Title: Mood effects on consumer behaviour : a contemporary review.
Authors: Chua, Wei Kee.
Liu, Nga Yee.
Loo, Yingzhi.
Keywords: DRNTU::Business::Marketing::Consumer behavior
Issue Date: 2007
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.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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