The role of individuals' affective state on information processing and decision making has attracted the attention of researchers in the social sciences. Building on the findings reported in the literature, the authors examine the effects of mood on marketing practice. Implications for advertising practices as well as the potential manipulation of elements of the physical store/retail environment (atmospherics) in which consumers operate in order to affect behaviour are discussed.
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Bakamitsos et al. (2004) studied this question.
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