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Consumers' mood states: The mitigating influence of personal relevance on product evaluations
Authors:Mary T Curren  Katrin R Harich
Abstract:This article reports the results of two studies where subjects' mood states (good, bad) were manipulated. In keeping with previous findings, subjects' evaluations were biased by their mood state. As predicted, however, this bias was only discernible when the product evaluation was perceived to be relatively unimportant. © 1994 John Wiley & Sons, Inc.
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