The Effects Of Shopping Mood On The Attraction Effect

Consumers are often unconsciously influenced by emotions in their shopping decisions.With the change of material life and the change of consumption concept,consumers gradually liberate from the traditional consumption concept that meets the needs of life,and give spiritual meaning to the consumption activities.Shopping sentiment affects consumers' decision-making behavior more profoundly For example,two scenarios that are very easy to stimulate consumers' shopping behavior:people will stimulate strong shopping desires and generate consumption activities in the happy emotional state of achievement,harvesting friendship and love;they will vent and send out negative emotions through shopping in the sad state of mind when they frustrated in frustration,encounter setbacks,etc.Emotional research on the impact of decision-making is becoming more and more perfect,but there is little research that distinguishes between happiness and sadness.In view of this,this paper selects two typical shopping sentiments-happiness and sadness to further explore consumer decisions.In the field of consumer decision-making,classical economic theory has always dominated.Traditional decision theory generally believes that if you add an alternative option in the selection set,it will reduce or at least not increase the probability of selection of the original alternative.Through experimental research,Huber et al.violated the principle of Luce's irrelevant option interference,and also violated the similarity hypothesis of Tversky et al.These studies have shown that consumers generate preferences when faced with specific product selection scenarios.Therefore,the specific choice set setting and decision task affects the consumer's choice preference,which is the context effect.In the existing research on situational effects,it mainly includes the Attraction Effect,the Compromise Effect,and the Perceptual Focus Effect proposed in recent years.The attraction effect refers to the fact that adding a specific option(tempting item)to the original selection set makes one of the options in the selection set(target alternative)more attractive,thereby increasing the probability of being selected.Attraction effects are currently widely used by merchants in marketing practices,including product pricing and product portfolios.The existing research on the influencing factors of the attracting effect mainly involves product information factors,individual factors of decision makers,time pressure factors,resource exhaustion factors,decision-making task factors and so on.Individuals are inevitably affected by emotional factors in decision-making.Looking back at the literature on emotion-influencing decision-making,we find that existing research has not included shopping sentiment into the study of Attraction Effect.This paper selects two typical shopping sentiments:happy mood and sad mood,and uses the depth of thought as a mediator to explore the influence of shopping sentiment on the Attraction Effect,in order to reveal the influence and mechanism of the shopping emotions of happiness and sadness on the Attraction Effect.The results show that:(1)Given a ternary selection set(X,Y,Z)of attraction effect,the attraction effect will exist regardless of the individual who is in a happy mood or a sad mood.(2)The attraction effect is affected by the main effect of the situation and the cross effect of the situation and emotion.Relative to the decision-makers in the state of sad mood,the decision-makers in the state of happy mood are more likely to choose the target alternative;in the state of sadness relative to the decision-makers in the state of happy mood,the former will reduce the choice of the target alternative.(3)The depth of thought plays a mediating role in the influence of mood on the Attraction Effect.Happy mood mediates through shallow thought and increases decision maker' choice of the target alternative;sad mood mediates through deep thought and reduces decision maker' choice of the target alternative.