Influence of Mood on Inhibitory Control of Consumers

The present study was designed to investigate the influence of the mood on the inhibitory control of consumers. The laboratory study was conducted; the data was collected from the 45 participants. The 23 participant were induced positive mood and 22 participants were induced the negative mood. On the basis of previous studies, the researcher hypothesised that participant in an induced positive group has less inhibitory control compared to the participant in an induced negative mood group. The researcher also theorised that in process of purchase decision making the participant tend to have less inhibitory control in purchase of low involvement products compared to the high involvement products. After inducing mood, the participant were asked to fill PANAS questionnaire and later they were asked to complete a modified version of the GO/NO GO task consisting pictures of 60 low and high involvement items and the error committed by the participant was recorded. A repeated-measures ANOVA was used to analyse the data obtained. The results showed that level of inhibitory control in positive mood is low compared to the negative mood. The result with regard to the low and high involvement item is quite interesting. The error of commission made in the high involvement series was significantly more than the error of commission made in low involvement items.