Abstract
We propose that a positive mood, by signaling that a situation Is benign, might allow people to step back and take In the big picture. As a consequence, a positive mood might increase abstract construal and the adoption of abstract, future goals. In contrast, a negative mood, by signaling not only danger but also its imminence, might focus attention on immediate and proximal concerns and reduce the adoption of abstract, future goals.
Original language | English (US) |
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Pages (from-to) | 800-809 |
Number of pages | 10 |
Journal | Journal of Consumer Research |
Volume | 35 |
Issue number | 5 |
DOIs | |
State | Published - Feb 2009 |
ASJC Scopus subject areas
- Business and International Management
- Anthropology
- Arts and Humanities (miscellaneous)
- Economics and Econometrics
- Marketing