Illustrating a dynamic model of the mood-updating process in consumer behavior

Previous research has examined mood as an antecedent of various consumption-related outcomes and has explored how consumers react to their moods via attempts at self-regulated consumption-based mood management. However, little attention has addressed mood as an affective outcome that reflects the dynamic unfolding of consumer experiences over time. The present study explores the latter issue and proposes a model of the mood-updating process wherein future mood depends on past mood as altered by evaluative judgments that are, in turn, influenced by consumption experiences, by predispositions, and by the previous mood itself. An empirical example illustrates this mood-updating model in the case of listening to music.