Consumer Moods

Consumer moods are the phenomenological properties of individual consumers' affective states. For example, a consumer may be in a good mood or a cheerful mood. Such moods are subcategories of [Page 275]feeling states, where feeling states are general and pervasive affective states. They can be contrasted with feelings directed toward an object or product, which are associated with product attitudes. Consumer moods are transient and mild, and so can be contrasted with feelings that are more stable and permanent, such as those associated with dispositions or neuroticisms. They can also be distinguished from emotions that are more intense, attention-getting, and disruptive of ongoing processing and behavior.

The word mood has many interpretations in common parlance and many usages in consumer culture. For example, one might refer ...