Abstract
This paper deals with the issue of mood effects on perceived transaction value in the context of price promotions. Specifically, mood states appear to bias evaluation and judgments in mood congruent direction. Based on Grewal et al.’s model and mood congruent effects, we propose that when encountering price promotions, buyers in a positive mood, as opposed to buyers in a negative mood, will perceive a greater transaction value. Moreover, we hypothesize that the effect of advertised selling price on perceived transaction value is likely to be moderated by buyers’ mood states. Our results support these hypotheses. In addition, we also find asymmetric moderating effects on discount levels in positive mood state vs. in negative mood state. Managerial implications and future research directions are also discussed.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
