소비자의 상표평가에 대한 기분효과에 관한 연구

This research investigated the affective factor that influence brand evaluation(i.e. belief in concrete attribute, thinking in abstraction attribute) on the point of purchase and the mood can serve as a moderate variables under which mood states. The findings indicate that mood serve as a cue affecting information processing system for brand evaluations on the point of purchase. And positive and negative moods have a differential effects on information processing. Under positive mood states, mood serve as a retrieval cue that influence retrieve positive resources in memory. And the mood serve as a heuristic cue that use schema in memory, in pleasant mood conditioning that individuals have a relatively positive view of the world. If consumer like a hedonic contingency states, these conditioning will be resulted in positive brand evaluation on the point of purchase. In contrast, individuals have a relatively negative view of the world when in unpleasant mood states, consumer likes systematically information process, because they can`t believe their own judgement. So these states will be need more cognitive resources for brand evaluation. As a result, under negative mood states the belief on brand attributes, and thoughts of resources related brand attribute are more influence on brand evaluation. Finally, the authors discuss the theoretical and practical implications of this research.