| dc.description.abstract | 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.
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