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A model of the mood management process, in which the affective characteristics of mood and behavior are evaluated along three dimensions of pleasure, arousal, and control is tested through two studies of consumer moods: depth interviews and a telephone survey.","abstract_html":"The social learning theorists&#x27; perspective of mood management serves as a basis for understanding mood and its effect on consumer behavior. It has been suggested that negative moods encourage the pursuit of behaviors that interrupt the mood and restore arousal to normal levels. This dissertation examines consumer experiences of different negative moods (depressive, anxious, and irritated) and develops a methodology for measuring the effect of these moods on subsequent behavior. 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