Effects of Mood States on Variety Seeking: the Moderating Roles of Product Types

DOI: 10.5176/2251-1865_CBP12

Authors: Hung-Chou Lin, Sheng-Hsien Lee

Abstract: Consumers are constantly making decisions among different product types. In this study we conduct an experiment related to these kinds of choices. The results demonstrate that the effects of the consumer’s mood state on variety seeking are moderated by the product types. The results of study show that happy people incorporate more VS when unfamiliar products are offered while sad people incorporate more VS when familiar products are offered. Finally, both theoretical and practical implications are discussed.

Keywords: Variety seeking, Mood states, Product types, familiar products, unfamiliar products