THE EFFECT OF MOOD STATES ON VARIETY-SEEKING BEHAVIOR: THE MODERATING ROLE OF PRICE PROMOTION

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > journal & Dissertation > Item 987654321/29611

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/29611

Title:	THE EFFECT OF MOOD STATES ON VARIETY-SEEKING BEHAVIOR: THE MODERATING ROLE OF PRICE PROMOTION
Authors:	Lin,CH;Lin,HC
Contributors:	企業管理研究所
Date:	2009
Issue Date:	2010-06-29 20:32:59 (UTC+8)
Publisher:	中央大學
Abstract:	In this study we aimed to explore the effect of price promotion on the relationship between mood states and variety-seeking (VS) behavior. Participants were 133 university students, who were induced to feel either a sad or happy mood to test our hypothesis. Results indicated that price promotion mitigates the effect of affective states on VS. That is, people who are sad demonstrate more VS than those who are happy in the absence of price promotion. However, people in both mood states demonstrate similar level of VS in the presence of price promotion.
Relation:	SOCIAL BEHAVIOR AND PERSONALITY
Appears in Collections:	[Graduate Institute of Business Administration] journal & Dissertation

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