Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

The Atlantic: UC Marketing Professor Comments on Consumers' Mood When Shopping

Source:
The Atlantic: UC Marketing Professor Comments on Consumers' Mood When Shopping
Published:
Monday, December 19, 2016 6:24 PM
Professor Frank Kardes remarks on research that indicates being in a good mood may influence consumer shopping.

Frank Kardes, Donald E. Weston Professor of Marketing, at the Carl H. Lindner College of Business, was quoted in a The Atlantic article on the best way to go shopping. The article cites research by Bruce Pfeffier, a UC PhD graduate who studied with Kardes, and colleagues soon to be published in the Journal of Consumer Research.

Mood affects our ability to shop wisely, the research indicates, and Kardes, who served as the paper's associate editor, agrees. ""Moods change the way people think about products in a fundamental way," he says. "...It's important to understand how a good mood influences consumers' thought processes."