Illustrating a dynamic model of the mood-updating process in consumer behavior

Previous research has examined mood as an antecedent of various consumption -related outcomes and has explored how consumers react to their moods via a ttempts at self-regulated consumption-based mood management. However, littl e attention has addressed mood as an affective outcome that reflects the dy namic unfolding of consumer experiences over time. The present study explor es the latter issue and proposes a model of the mood-updating process where in future mood depends on past mood as altered by evaluative judgments that are, in turn, influenced by consumption experiences, by predispositions, a nd by the previous mood itself. An empirical example illustrates this mood- updating model in the case of listening to music. (C) 2000 John Wiley & Son s, Inc.