Mood Manipulation in Marketing Research: An Examination of Potential Confounding Effects
研究发现，两种不同的情绪操纵方式虽能引发相似情绪，但对自我效能感和决策努力的影响显著不同，提醒未来研究需区分情绪效应与混淆变量。
Recently marketing researchers have begun to direct attention to the influence of “mood” on consumer behavior. Researchers generally assume that commonly used mood manipulations produce “converging effects” and do not create confounds with other explanatory variables. The authors question this assumption and show that two different versions of the same mood manipulation are capable of producing comparable mood states that have significantly different effects on subjects’ perceived self-efficacy and subsequent decision-making effort. The results suggest that future studies of mood should be designed to better differentiate mood effects from potential confounds.