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The effect of mood states on variety-seeking behavior: The moderating role of price promotion
Chien-Huang Lin (National Central University, Taoyuan, Taiwan, ROC), Hung-Chou (Kevin) Lin, PhD (National Central University, Taoyuan, Taiwan, ROC) 2009, 37 (10), 1307-1312
In this study we aimed to explore the effect of price promotion on the relationship between mood states and variety-seeking (VS) behavior. Participants were 133 university students, who were induced to feel either a sad or happy mood to test our hypothesis. Results indicated
that price promotion mitigates the effect of affective states on VS. That is, people who are sad demonstrate more VS than those who are happy in the absence of price promotion. However, people in both mood states demonstrate similar level of VS in the presence of price promotion.
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Articles published in 2009
Articles by Chien-Huang Lin, Hung-Chou (Kevin) Lin, PhD
Articles in volume 37
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EDITORIAL ADDRESS:
Robert A.C. Stewart , PhD, Editor Soc. for Personality Research.
P.O.Box 1539, Palmerston North 4440, New Zealand.
Fax +64 +6 +355-5424
Email: editor@sbp-journal.com
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