If you feel it now you will think it later: The interactive effects of mood over time on brand extension evaluations

Sela Sar, Brittany R.L. Duff, George Anghelcev

Research output: Contribution to journalArticle

8 Citations (Scopus)


While mood has been found to affect brand extension evaluations, the specific mechanisms by which it affects those evaluations remain largely untested. This study suggests that mood-induced differences in cognitive processing style (relational vs. item-specific elaboration) are possible explanations affecting brand extension evaluations. Results of two experiments showed that consumers in a positive (vs. negative) mood engaged in relational (vs. item-specific) elaboration and consequently evaluated brand extensions and brand extension fit more favorably than consumers in a negative mood. The effects were found immediately after exposure (Experiment 1) and after a one-week delay (Experiment 2). Theoretical and practical implications are discussed.

Original languageEnglish
Pages (from-to)561-583
Number of pages23
JournalPsychology and Marketing
Issue number6
Publication statusPublished - 1 Jun 2011


ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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