心情已經被學者證實會對消費者的多樣化選擇造成影響，但是過去的研究偏重於正面心情與多樣化選擇的關係，關於負面心情的探討卻是付之闕如。本論文主要在探討不同心情(快樂與悲傷)的消費者在面對商品選擇時，其多樣化傾向的不同。 本論文採用實驗設計，透過9個實驗來檢驗心情對消費者多樣化選擇的影響。結果證實，悲傷的人相較於快樂的人，其多樣化選擇的傾向會提高。此外，本論文也發現，最適刺激水準、自我監控與認知需求等人格特質，會調節心情與多樣化選擇的關係。 本論文同時發現，風險性資訊會調節心情與多樣化選擇的關係。當風險性資訊沒有呈現時，悲傷的人會比快樂的人選擇更多樣化的商品；但是當風險性資訊呈現時，悲傷的人與快樂的人，其多樣化選擇的傾向沒有差異。 另外，本論文也發現產品類別、產品熟悉度與價格促銷會調節心情與多樣化選擇的關係。當快樂的人面臨價格促銷時，其知覺的產品交易價值會提高，進而提高多樣化選擇的傾向，此時悲傷的人與快樂的人，其多樣化選擇的傾向沒有差異；反之，沒有價格促銷時，悲傷的人會比快樂的人選擇更多樣化的商品。 Building upon previous research and in an attempt to better understand the influence of mood states on variety seeking (VS) tendency, this dissertation seeks to explore whether sad individuals incorporate more VS than happy ones and factors that moderate the relationship between mood states and VS. Nine experiments are investigated in this dissertation and specific emotional states (sadness and happiness) are manipulated. The results of Study 1 provide reliable evidence that sad individuals incorporate more VS than happy ones. Further, the results of Study 2 to 4 indicate that individuals’ personality, such as optimum stimulation level, self-monitoring and need for cognition, moderate the effects of mood states on VS. Study 5 and Study 6 seek to explore the effect of risky information on the relationship of mood states and VS behavior. Health warnings and nutritional labeling are used to examine the moderating effects on this relationship. The results indicate the presence of risky information attenuates the influence of mood states on VS, so that happy and sad individuals tend to incline to similar levels of VS. However, in the absence of risky information, sad individuals tend to incorporate significantly more VS than happy individuals. The results provide evidence that making risky information more salient might be a good way to decrease individuals’ VS tendency for high-fat snacks. Individuals are constantly making decisions among different product types (e.g., hedonic and utilitarian products). Study 7 examines these kinds of choices. The results demonstrate that sad individuals incorporate more VS than happy ones when they are offered hedonic products. However, contrary to expectations, sad and happy individuals do not demonstrate similar level of VS when they are offered utilitarian products. Study 8 examines the effect of product familiarity on the relationship between mood states and VS behavior. The findings provide evidence that sad individuals incorporate more VS than happy ones when they are offered familiar products. However, contrary to expectations, sad and happy individuals do not demonstrate similar level of VS when they are offered unfamiliar products. Price promotion is a common and effective strategy used in the retailing context. Study 9 aims at exploring the effect of price promotion on the relationship between mood states and VS behavior. Results indicate that price promotion mitigates the effect of affective states on VS. That is, individuals who are sad demonstrate more VS than those who are happy in the absence of price promotion. However, individuals in both mood states demonstrate similar level of VS in the presence of price promotion. Finally, implications and some suggestions for future research are discussed.
