Is Good Mood Good to Consume Less? An analysis of the relation between mood and consumer satiation

Authors

  • Vinicius Brei Universidade Federal de Santa Catarina
  • Thiago Rafael Ferreira Marques Universidade Federal de Santa Catarina
  • Natacha Tcholakian Universidade Federal de Santa Catarina

Keywords:

Satiation. Mood. Emotions. Well-being. Consumption.

Abstract

People usually like experiences less as they repeat them, that is, they satiate. This phenomenon acts against consumers’ happiness, as it drives them to fell less satisfied with what they have. Considering that mood is a key variable in the satiation process in consumption situations, we carried on an experimental design composed by two complementary studies, aimed at verifying if the mood state is an influencer variable of this process. Results show that people in positive mood show a decrease in satiation levels during consumption situations. This results brings new knowledge to theory as well as new possibilities of improving consumer well-being.

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Published

2013-04-30

Issue

Vol. 23 No. 2 (2012)

Section

Articles

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