Question

Which of the following statements is true regarding moods?

A. Moods are relatively stable states that are tied to a specific event or object.

B. Moods affect the consumption process, but they are not affected by the consumption process.

C. Positive moods have not been shown to affect shopping behavior.

D. Consumers do not actively try to manage their mood states.

E. Ad and brand attitudes are often influenced in a mood-congruent manner.

Answer 1

Moods are prolonged, less intense affective states that are not tied to a specific event or object. They can impact the consumption process, including shopping behavior. Positive moods have been shown to influence attitudes towards advertisements and brands in a mood-congruent manner.

Step-by-step explanation:

Moods are relatively stable states that are not tied to a specific event or object. They are prolonged, less intense affective states that do not occur in response to something we experience directly. In contrast, emotions are relatively intense, subjective affective states that occur in response to something we experience. Moods can have an impact on the consumption process, including shopping behavior, as positive moods have been shown to influence attitudes towards advertisements and brands in a mood-congruent manner.