Are you feeling good right now? More importantly, are your customers?

I hope so, because it turns out that whether customers are in a good mood or a bad mood can really affect your bottom line. How? Read on….

Good Moods Affect Purchase

Putting consumers in a good mood has many positive implications for increasing the likelihood that they will buy your product. There are many reasons why this is true:

  • Positioning and product differentiation. When they are in a good mood, consumers are better able to see similarities as well as differences among products. In other words, consumers who are in a good mood will be quicker at recognizing what kind of brand you are within a product category and how you are different from (or better than) your competitor.

  • Openness to new products. But there's more. People who are in a good mood tend to be more receptive to new products. This fact is really important to marketers who are selling innovations, because it implies that consumers will be more likely to think about and give their products a chance.

  • Risk-taking. Similarly, good moods can encourage purchase because consumes tend to be more willing to take risks (as long as the risks are not too large).

  • Impulsive buying. Even if the product is not new, putting consumers in a good mood can affect purchase. Consumers in a good mood buy more impulsively than consumers in neutral or negative moods. Of course, impulsive buying may be more likely for a small-ticket item (think candy bar or magazine) than a big-ticket item (think computer or vacation). But, even there, good moods can make consumers more inclined to think about a given brand.

  • Favorable brand attitudes. But even if they don't encourage impulse purchase, good moods can have other benefits. Consumers tend to like a whole range of things—products, ads, salespeople, brands—when they are in a good mood. Although mood may create only short-term effects on attitudes toward these things, continuous association of a good mood (e.g., fun) with a given brand (e.g., Pepsi) can create more-lasting brand attitudes. In addition, linking a product with mood-inducing things creates emotional connections to your brand that are harder for competitors to imitate.


Price Sensitivity

Positive moods make buying more likely. What's more, they make consumers more receptive to high prices. When consumers are in a good mood, they tend to be more generous. One clear way in which their generosity is expressed is through their wallets.

Good Moods and Solving Problems

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image of Debbie MacInnis

Dr. Deborah J. MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration at the Marshall School of Business, University of Southern California, and the co-author of Brand Admiration: Build a Business People Love. She has consulted with companies and the government in the areas of consumer behavior and branding. She is Theory Development Editor at the Journal of Marketing, and former Co-Editor of the Journal of Consumer Research. Professor MacInnis has served as President of the Association for Consumer Research and Vice President of Conferences and Research for the American Marketing Association's Academic Council. She has received the Journal of Marketing's Alpha Kappa Psi and Maynard Awards for the papers that make the greatest contribution to marketing thought. She is the co-author of a leading textbook on consumer behavior and is co-editor of several edited volumes on branding.