Asked by Carter Brown on May 26, 2024
Verified
What is one way in which marketers take advantage of negative consumer mood states?
Negative Consumer Mood States
Emotional states of consumers that negatively affect their perceptions, judgments, and consumption behaviors.
- Determine how positive and negative emotional states influence consumer actions and choices.
Verified Answer
MN
Mickael NguyenMay 28, 2024
Final Answer :
Students can provide different answers, such as:
One way negative moods are sometimes utilized is by activating a negative mood on the part of the consumer (e.g., by showing a picture of starving children in Africa) and then giving the consumer a means by which to make him- or herself feel better (by donating to the cause). Helping others as a means of resolving one's own negative moods has been referred to as negative state relief.
One way negative moods are sometimes utilized is by activating a negative mood on the part of the consumer (e.g., by showing a picture of starving children in Africa) and then giving the consumer a means by which to make him- or herself feel better (by donating to the cause). Helping others as a means of resolving one's own negative moods has been referred to as negative state relief.
Learning Objectives
- Determine how positive and negative emotional states influence consumer actions and choices.