The influences of mood on consumer attitudes have been one of study hotspots in consumer research. There have been many researches about the influences of mood on the stages of attitude encoding, but not pay good attention to attitude retention and retrieval. In addition, Chinese Phone makes a huge impact and influence on Chinese cellphone market. In this article, two studies take Chinese Phone as an example, studying the influences of mood on the stages of attitude retention (Experiment 1) and retrieval (Experiment 2). In experiment 1, participants retrieve attitudes which to the advantage of Chinese Phone when in negative moods but not when in positive moods. This may be the reason of the popularity of Chinese Phone. In addition, according to the inquired questionnaire results, on the stages of attitude retrieval, positive attitudes are more easily to retrieve when in positive moods but not when in negative moods, negative attitudes have opposite effects. According to the results of reaction time, the reaction time of positive attitudes in positive moods is faster than in negative moods, negative attitudes have opposite effects. In experiment 2, positive moods and negative moods both can enhance attitude retention. The attitude retention of consumption concept, the importance of various indicators in Chinese Phone evaluation and behavior tendency in negative moods are better than in positive moods. The attitude retention of Chinese Phone evaluation in positive moods is better than in negative moods. In positive moods and negative moods, there is more neutral attitude of consumption concept, the importance of various indicators in Chinese Phone evaluation and Chinese Phone positive evaluation convert to negative attitude than in control group. In control group there is more neutral attitude of Chinese Phone positive evaluation convert to negative attitude than in positive moods and negative moods.
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