Science News

When they're in a positive mood, people tend to choose products that match their mood and their level of emotional arousal, according to a new study in the Journal of Consumer Research.

A new study conducted by researchers at Hunter College reveals that the role of advertising in household consumption and debt may be greater than suggested by existing research. Drs.

A billion-dollar industry is likely behind the design of a shopping mall near you, where every detail is mastered to make you buy more. Shoppers typically enter through a 'decompression zone' which is free of any stimulus and intended to acclimate you to the buying atmosphere. Large interior spaces are designed to ricochet sound so the relative quiet of a store is more inviting. Once in a store, you will find all the deals immediately to your right, what the industry calls 'the invariable right', which is the direction people usually turn.

People who are in a good mood tend to use more direct language, the authors explain, so messages that induce a positive mood can be more assertive. "When thinking of the pleasure of hedonic goods, such as chocolate, spa, or vacation, the consumer is usually in a positive mood and therefore she may expect to be addressed with more assertive language," the authors write. Consequently, "love yourself a little" would persuade more than "you could love yourself a little." In contrast, consumers do not have positive feelings about utilitarian consumption, such as banking and insurance, and don't respond as well to assertive messages from such companies.