Mood effects on consumer behaviour : a contemporary review.

• Main Authors: Chua, Wei Kee., Liu, Nga Yee., Loo, Yingzhi.
• Other Authors: Lam, Shun Yin
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/10318
• Institution: Nanyang Technological University

This review seeks to explore the linkages between mood and consumer behaviour and specifically, the underlying processes that elicit consumer behaviour upon evoking a certain mood state through the use of marketing stimuli. In this paper, a conceptual model of how mood influences consumer behaviour...