According to a new article in Journal of Marketing Research:
"Relaxed consumers think products are worth more than less–relaxed consumers because relaxed individuals tend to think about the value of products at a more abstract level. For example, when bidding for the camera, relaxed participants focused more on what the camera would enable them to do (e.g., collect memories) and how desirable and advantageous it was to own it, whereas the less–relaxed participants focused more on the concrete features of the camera itself (e.g., the number of megapixels it had, the shutter speed)."
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Why vs Why not - Why vs Why not.