IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v33y2006i3p403-412.html
   My bibliography  Save this article

A Cue Alone or a Probe to Think? The Dual Role of Affect in Product Evaluations

Author

Listed:
  • Georgios A. Bakamitsos

Abstract

Two studies investigate the conditions under which mood acts as a heuristic cue that influences the judgments of a message and when mood acts as a resource (facilitates relational elaboration). The findings indicate that mood serves as a cue when the message information is not easily accessible. This outcome is qualified by the individuals' willingness to hold accurate beliefs. When respondents are alerted to the potential effect of their mood on their judgment, they correct for it. Positive mood acts as a resource when information about the target is accessible and there are contextual cues that are perceived as relevant to the judgment of a target. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Georgios A. Bakamitsos, 2006. "A Cue Alone or a Probe to Think? The Dual Role of Affect in Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(3), pages 403-412, October.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:3:p:403-412
    DOI: 10.1086/508525
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/508525
    File Function: link to full text
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1086/508525?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Li, Jian & Huang, Jinsong & Li, Yaqi, 2023. "Examining the effects of authenticity fit and association fit: A digital human avatar endorsement model," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    2. Tafani, Eric & Roux, Elyette & Greifeneder, Rainer, 2018. "In the mood for action: When negative program-induced mood improves the behavioral effectiveness of TV commercials," Journal of Business Research, Elsevier, vol. 84(C), pages 125-140.
    3. Borges, Adilson & Herter, Márcia Maurer & Chebat, Jean-Charles, 2015. "“It was not that long!†: The effects of the in-store TV screen content and consumers emotions on consumer waiting perception," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 96-106.
    4. Pham, Michel Tuan & Geuens, Maggie & De Pelsmacker, Patrick, 2013. "The influence of ad-evoked feelings on brand evaluations: Empirical generalizations from consumer responses to more than 1000 TV commercials," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 383-394.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:33:y:2006:i:3:p:403-412. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.