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AbstractThe effect of mood and product category on consumer variety seeking and the effect of mood and variety seeking tendency on information searching behavior
Yang, Yoon, Ph.D. / Associate Professor,
Dept. of Psychology, Ewha Womans University
The purpose of this study was to investigate the effects of mood and product category on variety seeking behavior, and the differences in consumers' information searching behavior according to variety seeking and mood. In the first experiment, there was a significant main effect of variety seeking and mood. That is, a group in positive mood showed higher variety seeking behavior than a group in negative mood, and a group in hedonic product category showed higher variety seeking behavior than a group in practical product category. In the second experiment, there were significant main effect of mood and two-way interaction effect between variety seeking and mood on practical product category. That is, a group in positive mood searched more information and it took longer time to choose a alternative than a group in negative mood. Besides the results about differences in consumers' the number and the time of information searching attribute showed that there were differences in product category, according to each of the two groups. In the number of information searching attribute, consumers searched more attributes in practical category than in hedonic category. It was not significant of the time of information searching, but we could find a tendency that consumers took more time to search information in practical category than in hedonic category.
* Key Word : mood, product category, variety seeking, information search |
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