The purpose of this paper was to investigate how different affective states (positive vs. negative) influence weighting hedonic and utilitarian product attributes. The proposed hypotheses indicated that attributes consistent in valence with decision-makers affective state and product category should gain more weights than inconsistent features. Two experiments were carried out to test those predictions. The findings from the study suggest that the role of affective state on the perceived importance of product attribute is limited. Individuals who participated in Experiment 1 perceived hedonic attributes as more important than utilitarian ones when they experienced positive affect. On the other hand, Experiment 2 showed that participants in negative-affect group weighted consistent features more than inconsistent.
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