An experiment tests predictions on the influence of mood and information processing on the valuation of segregated versus integrated gains and losses. The results confirm that mood-management goals determine information processing and preferences only if the valence of mood (i.e. positive mood) is incongruent with the valence of a stimulus (i.e. a negative event such as a loss). Incongruence elicits heuristic information processing, triggering a preference for segregated gains and integrated losses, respectively. If the valence of mood and stimuli are congruent, subjects show a lower preference for an integration of losses or a segregation of gains.
Language
English
HSG Classification
not classified
Refereed
No
Book title
NA - Advances in Consumer Research
Volume
Volume 35
Start page
699
End page
700
Event Title
Association for Consumer Research (ACR) European Conference 2007
