Prior research indicates that variety seeking (VS) behaviors increase in the presence of mild positive mood. However, extant studies are not informative about VS outcomes with more extreme positive moods. It is theorized that extreme positive moods may often be associated with decreases in VS,...

Two experiments explore conditions that mitigate negative customer reactions to high-equity brand failures. Results indicate that such brands fare best when responses are timed immediately after the failure and when the failure is severe or there is substantial distraction present in the...