Revisiting the Effect of Positive Mood on Variety Seeking
Harper A. Roehm, Jr., Michelle L. Roehm
Journal of Consumer Research · 2005 · Volume 32 · Issue 2
Abstract
Prior research indicates that variety seeking (VS) behaviors increase in the presence of mild positive mood. However, extant studies are not informative about VS outcomes with more extreme positive moods. It is theorized that extreme positive moods may often be associated with decreases in VS, because the rather moderate stimulation to be gained from VS is not sufficient to meet the demands of an extreme positive mood. Two experiments and two pilot tests are consistent with an updated theoretical account of positive mood and VS that is proposed.
Keywords
Affect/Emotions/Mood, Variety Seeking/Product Trial
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