Response effects are factors that make the reported response differ from the actual or true value of the variables being investigated (Bradburn and Sudman 1974). This negative finding could, however, be explained by a strong stereotypical impression of the product (a distant travel destination) held by the respondents. Factual knowledge about the evaluation object was, contrary to expected, not found to modify mood effects. As hypothesized, systematic differences were found between the groups in their evaluations. Four experimental groups were induced by either a very negative, mildly negative, neutral or positive mood-inducing film. This paper reports an experiment conducted to estimate the impact of subjects' mood states on their evaluations. Kjell Gronhaug, Norwegian School of Economics and Business Administration
RESPONDENTS' MOODS AS A BIASING FACTOR IN SURVEYS: AN EXPERIMENTAL STUDY Solomon, Provo, UT : Association for Consumer Research, Pages: 566-575.Īdvances in Consumer Research VolPages 566-575 Morten Heide and Kjell Gronhaug (1991) ,"Respondents' Moods As a Biasing Factor in Surveys: an Experimental Study", in NA - Advances in Consumer Research Volume 18, eds.
ABSTRACT - This paper reports an experiment conducted to estimate the impact of subjects' mood states on their evaluations.
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