BLACKSBURG, Va., July 15 (UPI) -- Shoppers in a positive mood make quicker decisions than unhappy shoppers so retailers should create positive shopping environments, U.S. researchers suggest.
Study authors Paul M. Herr and Derick F. Davis at Virginia Polytechnic Institute and State University Christine M. Page at Skidmore College and Bruce E. Pfeiffer at the University of New Hampshire manipulated study participants' moods by showing them pictures of likable objects -- puppies -- or unpleasant images -- diseased feet -- or asking them to recall pleasant or unpleasant events from the past.
The participants viewed pictures of common objects one at a time and then chose from a list of evaluative adjectives, positive and negative, which were presented in a random order.
People in the positive condition responded more quickly and more consistently. For example if they responded that they liked an object, they were less likely to respond later that they disliked the product.
"The decisions we make about liking or disliking objects around us are fundamental to which things we approach and which things we avoid," the researchers say.
Retailers who want to create good shopping conditions may want to be aware of factors that can induce negative moods, like abrasive salespeople and negative shopping environments, the authors suggest.
The findings are published in the Journal of Consumer Research.
