Happy People Get the Big Picture
Good Mood Lets You Look Beyond Daily Grind
Good Mood, Bad Mood Experiments continued...
Sure enough, students in a good mood were more likely to say they'd buy orange juice after seeing the future-benefit ad. Those in a bad mood were more likely to buy based on the immediate-benefit ad.
Finally, the researchers asked 69 students to focus on either academic goals or friendship goals. Then the students were asked to re-experience the best or worst day of their lives. After undergoing a free-association task, the students were given a scenario in which a person must decide between studying for an exam the next day or seeing an old friend who is passing through town on the way out of the country.
When cued to think about academic goals, students in a good mood were more likely than bad-mood students to choose studying for the exam. But when cued to think about friendship goals, students in a good mood were more likely than bad-mood students to choose seeing their old pal.
Good Mood, Big Picture
Taken together, Labroo and Patrick say, the findings show that a good mood makes people see things in more abstract terms. A good mood will lead people to adopt general, long-term goals -- but only those long-term goals seen as accessible.
"We propose that a positive mood, by signaling that a situation is benign, might allow people to step back and take in the big picture," they write. "In contrast, a negative mood, by signaling not only danger but its imminence, might focus attention on immediate and proximal concerns and reduce the adoption of abstract future goals."
The study appears in the February 2009 issue of the Journal of Consumer Research.