Saturday, September 11, 2010

Rose coloured glasses

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.

Read the rest of this research paper here.o