Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/103948 
Year of Publication: 
2014
Series/Report no.: 
ESMT Working Paper No. 14-06
Publisher: 
European School of Management and Technology (ESMT), Berlin
Abstract: 
Negotiating the pursuit of multiple goals often requires making difficult trade-offs between goals. In these situations, consumers can benefit from using products that help them pursue several goals at the same time. But do consumers always prefer these multipurpose products? We propose that consumers' incidental mood state alters perceptions of products in a multiple-goals context. Four studies demonstrate that being in a positive mood amplifies perceptions of differences between multiple conflicting goals. As a consequence, consumers are less likely to evaluate multipurpose products as being able to serve multiple distinct goals simultaneously. We conclude by discussing implications of these findings for marketers of multipurpose products.
Subjects: 
goals
product evaluation
positive mood
Persistent Identifier of the first edition: 
Document Type: 
Working Paper

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