Beschreibung
Thematic relations among products are becoming of central importance to marketing practices. This study aims at investigating the link between emotions and peoples choices to answer two research questions: Can peoples choices be influenced by manipulating their emotions? Are peoples emotions and their choices linked? An experiment is conducted to test whether a preference for thematic choices is related to individuals positive moods. The experiment also assesses the effectiveness of mood inductions for positive and negative mood states. The experiment is about inducing different emotions in participants through music and recording their responses to two type of questionnaires to answer the research questions. The prediction is that consumers in positive mood states are more likely to think thematically. Results have shown that the link between emotions and choices is such that the higher peoples positive moods are, the higher their thematic choices.
Autorenportrait
Maria Chiara Marchetti graduated in Business Administration from Bocconi University in 2010. She lives in Milan and she is currently working in the marketing department of a FMCG company.
