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Consumer Locus of Control as a Moderator of the Relationship between Mood and Consumers’ Likelihood to Purchase

정재석|HUANG MINGHAO|Felix Septianto
한국마케팅학회 (Korean Marketing Association)|2014.07|아시아마케팅저널 (Asia Marketing Journal)|제16권 제2호|pp. 59-75

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키워드

Purchase IntentionAdvertisingMood RegulationConsumer Locus of Control
주제분류경영학

초록

Although previous works have established that mood can considerably influence consumer behavior(Vohs et al. 2007), they provided inconsistent results (Cohen et al. 2008). In particular, previousworks only examined the willingness of consumers to regulate their mood and implicitly assumed thatconsumers have the control to regulate their mood states. Thus, this research intends to fill thecurrent gap in the extant literatures by investigating whether consumer locus of control (CLOC) canact as a moderator for mood effects on consumers’ likelihood to purchase. In an experiment, participants’ CLOC was initially measured. Afterwards, they watched differentvideo clips to induce different mood states. Finally, participants rated their likelihood to purchaseafter seeing an advertisement. The results suggest that, in the positive mood, CLOC tendencies donot impact consumers’ likelihood to purchase. However, in the negative mood, internal CLOC consumersshow a higher likelihood to purchase than external CLOC consumers. This phenomenon occurs becauseconsumers with high internal CLOC tendencies have the motivation to regulate their negative mood. These findings extend the extant literatures in four aspects. First, this paper shows that the CLOCtendencies could influence consumers’ motivation to regulate their negative mood. Second, thisresearch examines the moderating effect of CLOC in the relationship between mood and consumers’likelihood to purchase. Third, the results add further evidence regarding the role of negative mood inthe self-regulation process. Finally, this research also shows that mood can unconsciously influenceconsumer behavior. This paper provides two managerial implications. First, marketers should considerthe mood states and consumers’ control tendencies in creating advertisements. Second, firms in retailor service business should aim to evoke a positive mood on consumers so that their CLOC tendencieswould not influence their behaviors.

Abstract

Although previous works have established that mood can considerably influence consumer behavior(Vohs et al. 2007), they provided inconsistent results (Cohen et al. 2008). In particular, previousworks only examined the willingness of consumers to regulate their mood and implicitly assumed thatconsumers have the control to regulate their mood states. Thus, this research intends to fill thecurrent gap in the extant literatures by investigating whether consumer locus of control (CLOC) canact as a moderator for mood effects on consumers’ likelihood to purchase. In an experiment, participants’ CLOC was initially measured. Afterwards, they watched differentvideo clips to induce different mood states. Finally, participants rated their likelihood to purchaseafter seeing an advertisement. The results suggest that, in the positive mood, CLOC tendencies donot impact consumers’ likelihood to purchase. However, in the negative mood, internal CLOC consumersshow a higher likelihood to purchase than external CLOC consumers. This phenomenon occurs becauseconsumers with high internal CLOC tendencies have the motivation to regulate their negative mood. These findings extend the extant literatures in four aspects. First, this paper shows that the CLOCtendencies could influence consumers’ motivation to regulate their negative mood. Second, thisresearch examines the moderating effect of CLOC in the relationship between mood and consumers’likelihood to purchase. Third, the results add further evidence regarding the role of negative mood inthe self-regulation process. Finally, this research also shows that mood can unconsciously influenceconsumer behavior. This paper provides two managerial implications. First, marketers should considerthe mood states and consumers’ control tendencies in creating advertisements. Second, firms in retailor service business should aim to evoke a positive mood on consumers so that their CLOC tendencieswould not influence their behaviors.

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