| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 95 === According to affect-as-information framework, it refers that mood effects on people’s judgments. Prior researches have showed different statements about the influence of mood. The findings have pointed the same opinion about the influence of positive mood; positive mood would result in positive impact. However, there are different outcomes from negative mood on people’s judgments, even behaviors. Some researches present bad mood would bring about bad effects, but some ones state that people would try to change the unfavorable condition which resulted from negative mood. Due to the inconsistent findings, we propose that positive and negative moods affect evaluations of brand extensions, moderating effects of brand extension, product attributes, gender, and age.
The results indicate that positive mood enhances evaluations of extensions, especially for utilitarian product. Female get more positive influence under positive mood. Male have much better significant evaluations for utilitarian attribute than female do under positive mood. Adults increase evaluations for moderate and far extension, but children only have positive evaluations for far extension. People under negative mood would lower evaluation of brand extension, especially for utilitarian products. Besides, men have more negative impact than women do. Male have much less evaluations for utilitarian attribute than female do under bad mood. Both adults and children have no significant influence on evaluations of brand extensions.
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