Mood of the Consumer: Collective Choice, Culture, and Social Class

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Author(s): Chetan Sinha (O. P. Jindal Global University, India)
Copyright: 2019
Pages: 13
Source title: Optimizing Millennial Consumer Engagement With Mood Analysis
Source Author(s)/Editor(s): Sabyasachi Dasgupta (O.P. Jindal Global University, India)and Priya Grover (Symbiosis International (Deemed University), India)
DOI: 10.4018/978-1-5225-5690-9.ch012

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Consumer mood is not simply a state of mind or general affective enterprise of individuals going to make any choice. It also acts as a moderator in making the person belong to the social world in some way. The act of choosing is an intentional behavior and dependent upon the mood, culture, and social class. The object of choice fit into the accumulated framework of meaning-making systems where the mood has an important role to play in a social world. It was observed by Savani et al (2010) that people in US context have a more independent and disjointed model of choice as compared with the Indian counterparts. The argument is about the intentionality to choose as not an individual stance but collectively derived behavior in a collectivist culture like India where groups matter.

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Mood of the Consumer: Collective Choice, Culture, and Social Class

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