Consider a shopper who is in a great mood. She might be feeling contented after having eaten a delicious meal, or she might be feeling proud after having accomplished an important goal. Given her affective state, how will she perceive the products she is about to encounter?
The answer to this question might initially appear simple: much classic research shows that positive affect produces a “rose-colored-glasses” effect, making everything appear more desirable.
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Soften Customer Upset Using Friendship - An advantage available to smaller retail businesses is the enhanced opportunity to create perceptions of friendship with customers. Large retailers with he...