Effects of mood states on variety seeking: The moderating roles of product types

Lin, Hui-Ling; Lee, Sheng-Hsien

doi:10.1037/e582702013-004

Cited by 3 publications

(4 citation statements)

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“…The OSL theory is one of the central ideas that explain the explorative tendencies of consumers (Lin and Lin, 2012; Menon and Kahn, 1995; Raju, 1980). The OSL indicates the amount of stimulation an individual pursues from all internal and external channels across possible situations and over time.…”

Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

“…The new environment offers numerous cross-media alternatives and choices for discovery, thus generating diverse avenues for understanding digital goods consumption dynamics (Kim, 2014). Although the OSL theory has been extensively examined in psychology and marketing literature (Lin and Lin, 2012; Raju, 1980; Steenkamp and Burgess, 2002), it has not been rigorously investigated in the digital context. Our study aims to close the gap by applying the OSL theory to demonstrate that the intrinsic drivers of explorative behaviors are stable in the digital context (Helm and Landschulze, 2009).…”

Section: Introductionmentioning

confidence: 99%

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Cross-media usage and explorative digital music consumption: An optimum stimulation-level perspective and evidence from China

Ryu

Dutta²,

Chen

2022

New Media & Society

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Based on a theoretical perspective of the optimum stimulation level (OSL), we investigate how the cross-media usage (multi-device and multi-app usage) of individual users influences their exploration of new music in a music-streaming platform. We also examine whether gender moderates the link between cross-media usage and new music exploration behavior. We analyze survey responses from 1116 college students in China, and our findings show a significant and positive effect of multi-device usage on new music exploration. By contrast, multi-app usage does not have any statistically significant effect. The results also indicate that being a woman positively moderates the relationship between multi-app usage and new music exploration behavior. Our study contributes to the understanding of exploratory user behavior in a new media context by linking the OSL theory to digital music consumption.

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Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Cross-media usage and explorative digital music consumption: An optimum stimulation-level perspective and evidence from China

Ryu

Dutta²,

Chen

2022

New Media & Society

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“…It is possible that the negative consequences of such health warnings weaken the mood-lifting cue for sad people so they will choose products more carefully, which results in less VS. Happy people are already avoiding choosing various products to protect their current mood, and therefore already incorporate less VS. On the other, when there are no health warnings, individuals use mood management to improve their mood so that sad people incorporate more VS than happy people in decisions to choose enjoyable products (Lin and Lin, 2008). Hence we propose that mood states attenuate the influence of health warnings on VS.…”

Section: Health Warningsmentioning

confidence: 99%

The influence of health‐related information on variety‐seeking behavior

Lin

Lee

2011

British Food Journal

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PurposeThis paper seeks to explore the effect of mood states and gender on the relationship between health‐related information and variety seeking (VS) behavior among food products.Design/methodology/approachTwo experiments were conducted to examine the moderating effects of mood states and gender on the relationship between health‐related information and VS.FindingsThe results indicate that sad people incorporate more VS than happy people when health warnings and nutritional labeling are absent, but sad and happy people tend to converge to similar levels of VS when health warnings and nutritional labeling are present. Moreover, males incorporate less VS than females when health warnings are present, while females incorporate less VS than males when nutritional labeling is present.Practical implicationsIn the absence of health warnings and nutritional labeling, it is a wiser way for leading brands to cultivate positive consumer moods by utilization of humorous ads, so that they do not search for varied products. For less well‐known brands, inducing negative consumer moods is a better way to encourage brand switching. Further, providing nutritional labeling will strengthen consumer brand loyalty by reducing their VS, especially for females. As the health warnings reduce the VS for males, marketers may take advantage of this effect by associating brand names with health warnings.Originality/valueAs VS is found to be related to over‐consumption, it is important to investigate the effects of health‐related information on VS. However, little empirical evidence has been found on the effect of health‐related information on VS behavior. Further, this study takes into consideration moderating factors as it is important for marketers to realize how health‐related information interacts with the consumer's VS behavior under different mood states and gender. The findings demonstrate that the relationship between health‐related information and VS is moderated by mood states and gender differences, an important contribution to the research on VS behavior.

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“…It is possible that the negative consequences of such health warnings weaken the mood‐lifting cue for sad people so they will choose products more carefully; their behavior will be inhibited leading to less VS. Happy people are already avoiding choosing various products to protect their current mood, and therefore already incorporate less VS. On the other hand, when there are no health warnings, individuals use mood management to improve their mood so that sad people enhance their exploratory behavior and incorporate more VS than happy people in decisions to choose enjoyable products (Lin & Lin, 2008). Hence we propose that the presence of health warnings attenuates the influence of the mood state on VS, so that the level of VS for happy and sad people tend to converge.…”

Section: Introductionmentioning

confidence: 99%

How health information affects college students’ inclination toward variety-seeking tendency

Lin

2010

Scandinavian Journal of Psychology

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College students often consume too much snacks (e.g. potato chips) and such high-fat snacks are found to be related to obesity. This paper seeks to explore the effect of health-related information on the relationship of mood states and variety seeking (VS) behavior among enjoyable snacks. Health warnings and nutritional labeling are used to examine the moderating effects on this relationship. Consistent with our hypotheses, the results indicate that the presence of health warnings attenuates the influence of mood states on VS, so that happy and sad students tend to converge to similar levels of VS. However, in the absence of health warnings, sad students tend to incorporate significantly more VS than happy students. Similarly, the presence of nutritional labeling attenuates the influence of mood states on VS, so that happy and sad students tend to converge to similar levels of VS. However, in the absence of nutritional labeling, sad students tend to incorporate significantly more VS than happy students. The results provide evidence that making health warnings and nutritional labeling more salient might be a good way to decrease students' VS tendency for high-fat snacks.

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Effects of mood states on variety seeking: The moderating roles of product types

Cited by 3 publications

References 0 publications

Cross-media usage and explorative digital music consumption: An optimum stimulation-level perspective and evidence from China

Cross-media usage and explorative digital music consumption: An optimum stimulation-level perspective and evidence from China

The influence of health‐related information on variety‐seeking behavior

How health information affects college students’ inclination toward variety-seeking tendency

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