Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/103948
Authors: 
Pocheptsova, Anastasiya
Espinoza Petersen, Francine
Etkin, Jordan
Year of Publication: 
2014
Series/Report no.: 
ESMT Working Paper 14-06
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
Document Type: 
Working Paper

Files in This Item:
File
Size
243.83 kB





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.