The effects of emotion and need for cognition on consumer choice involving risk |
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| Authors: | Chien-Huang Lin HsiuJu Rebecca Yen Shin-Chieh Chuang |
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| Institution: | (1) Department of Business Administration, National Central University, Chung Li, Taiwan;(2) Department of Information Administration, National Central University, Chung Li, Taiwan;(3) Department of Business Administration, Chao-yang University of Technology, Taichung County, Taiwan |
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| Abstract: | Building upon previous research, this article proposes that the effect of mood on risk-taking is moderated by the individual’s
need for cognition. The hypothesized effect of mood and the need for cognition are tested with different types of consumer
choices in three studies. Consistent with the hypotheses, the results indicate that the subjects in happy mood tend to be
risk-aversive while the subjects in sad mood incline to take risks. Furthermore, the mood affects risk-taking behavior more
for the low-NFC subjects than for the high-NFC ones. Finally, implications of the findings and suggestions for future research
are discussed. |
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| Keywords: | Moods Need for cognition Risk-taking Consumer choice Compromise effect |
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