Factors influencing consumers' warranty purchase : the interaction effect of mood and personal involvement

Abstract EN

An experimental design was employed to examine the effect of mood and involvement in consumers’ decision to purchase a car warranty.

It was proposed that after accounting for mood change, sad mood individuals who are less involved in the purchase situation will show higher likelihood to purchase the warranty compared to individuals in a happy mood who are highly involved.

This prediction was tested on a sample of students (N = 229).

Results supported the hypothesized prediction and showed a significant two-way interaction between mood and involvement.

That is, subjects were more likely to purchase the car warranty in one of two situations : (1( when they were highly involved in the purchase situation, and (2) when subjects were in a sad mood regardless of the involvement level.