The Interactive Effects of Mood and Involvement on Brand Extension Evaluations

This article examines the interactive effects of mood and involvement on evaluations of product extensions that vary in their similarity to the core brand. Results from an initial experiment show that, under conditions of high involvement, participants’ mood influenced their evaluations of extensions that were moderately similar to the core brand, but did not affect evaluations of either very similar or dissimilar extensions. Under low‐involvement conditions, however, the influence of positive mood was independent of core brand‐extension similarity. A second experiment demonstrates that mood's effect on extension evaluations may further depend on the measurement procedures used to elicit product appraisals. Collectively, these studies highlight important contingencies regarding mood's influence on extension evaluations and, as such, improve our understanding of consumers’ appraisals of brand extensions.