How Good Gets Better and Bad Gets Worse: Understanding the Impact of Affect on Evaluations of Known Brands

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Reflective and Impulsive Determinants of Consumer Behavior (2006, background): “Specifically, actions that cause a product to be acquired or consumed will be more likely if consumers are in a positive mood (Adaval, 2003; Chan, 2005; Gardner, 1985).”
The Nature and Role of Affect in Consumer Behavior (2008, background): “Recent studies by Adaval (2003) suggest that one consequence of this more top-down form of processing is that positive moods polarize the evaluative impact of judgment inputs involving preexisting knowledge structures (e.g., schemata, stereotypes, categories, brands, etc.).”
The consumer psychology of brands (2012, unknown): “, 1996); subbranding (Milberg, Park, & McCarthy, 1997); brand name suggestiveness (Sen, 1999); brand breadth (Sheinin & Schmitt, 1994); brand specific associations (Broniarczyk & Alba, 1994); brand extension typicality (Boush & Loken, 1991); intervening extensions (Keller & Aaker, 1992); positive af”
The Effect of Moods on Auditors' Inventory Valuation Decisions (2008, unknown): “Thus, moods are more long-term and general while emotions are often the result of a specific arousal that has occurred (Adaval 2003; Gaudine and Thorne 2001).”