Hsu, Chung‐kue; Shaw‐Ching Liu, Ben - In: Journal of Product & Brand Management 7 (1998) 2, pp. 150-160
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...