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The Influence of Mood on Processing Strategy for Marketing Communications

Consumers experiencing a positive mood may tend to simplify de c is ions to
avoid the cognitive stra in of more effort ful , system at ic pro c e s sing for two
reas on s : 1) Such effort may d is tract them from the flow of positive though to ne
c e s s a ry to maint a in a good mood . 2.) The experience of mood may reduce
the cog n it iv e resources available for other tasks . Influence of Pos it iv e Mood
on Perception of Risk, Conse que n c e s , Un certa in ty The propos a 1 that
mood affects ...