Mood as a Determinant of Postconsumption Product Evaluations: Mood Effects and Their Dependency on the Affective Intensity of the Consumption Experience

Abstract

Can preconsumption mood influence postconsumption evaluations? In this article, we attempt to answer this question; in doing so, we broaden our understanding of both the factors that can influence consumers' evaluations of the consumption experience as well as the role of mood in consumer behavior. The results of an experimental study show that not only can mood influence postconsumption brand attitudes, but that such effects are moderated by the affective intensity of the consumption experience. Mood effects were not observed when consumption evoked strong positive or negative responses. Rather, preconsumption mood influenced brand attitudes only when the consumption experience was relatively neutral in affective intensity.