態度接近性とネガティブ気分の確かさが意思決定に及ぼす影響

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概要

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• In recent years, many studies said that moods had effects on information processing. Sensui (2006) examined how attitude accessibility and the certainty of positive moods influenced attitudes and behaviors. He assumed that people controlled easy automatic processing and used systematic processing on positive moods of certainty. On the other hand, the moods of uncertainty influenced their assessments. People used automatic processing on the moods of uncertainty. There are the reasons why he assumed so. First, they had the motivation to make sense of them. Second, positive events were easy to be activated from memory. Third, positive moods would last longer in conditions as mentioned above. This study examined how attitude accessibility and certainty of negative moods influence attitudes and behaviors. As a result, the stronger accessibility was, the higher assessments for brands and buying behaviors were on negative moods of certainty. This was supposed that negative events were difficult to be activated from memory because those causes were certain, people used automatic processing based on accessibility. On the other hand, the stronger accessibility was, the lower assessments were on negative moods of uncertainty. This was supposed that negative moods were easy to be activated from memory because those causes were uncertain, people used systematic processing used in negative moods, but when accessibility was strong, brands and negative moods were related.

• 2007-02-01

著者

• 泉水 清志

  育英短期大学

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