Mood and brand extension judgments: Asymmetric effects for desirable versus undesirable brands

Although prior research (e.g., Barone, Miniard, & Romeo, 2000) has examined positive mood's impact on extensions of evaluations offered by favorably-evaluated core brands, unknown is whether mood might also influence extension evaluations associated with an unfavorably-evaluated brand. This research provides evidence of an asymmetrical effect of mood for extensions offered by desirable versus undesirable brands. When a favorably-evaluated core brand was involved, positive mood facilitated extension evaluations to a greater extent for moderate extensions than for near and far extensions. In contrast, mood failed to enhance the evaluations of any type of extension introduced by an undesirable core brand.