文档介绍：One factor that influences consumers is their mood state. Mood may be defined     67    a temporary and mild positive or negative feeling that is generalized and not tied     68    any particular circumstance. Moods should be      69     from emotions which are usually more intense,     70     to specific circumstances, and often conscious.     71      one sense, the effect of a consumer’s mood can be thought of in      72      the same way as can our reactions to the      73      of our friends—when our friends are happy and “up”, that tends to influence us positively,     74      when they are “down”, that can have a      75      impact on us. Similarly, consumers operating under a      76      mood state tend to react to stimulate(刺激因素)in a direction     77      with that mood state. Thus, for example, we should expect to see     78      in a positive mood state evaluate products in more of a      79      manner than they would when not in such a state.     80     , mood states appear capable of      81      a consumer’s memory.
Moods appear to be    82     influenced by marketing techniques. For example, the rhythm, pitch, and      83      of music has been shown to influence behavior such as the      84      of time spent in supermarkets or      85      to purchase products. In addition, advertising can influence consumers’ moods which, in     86     , are capable of infl