Comparison of the percentage of medium goods selection in the two groups of positive and negative affect and high and low openness to feelings in students

Emotions are involved in people's shopping behavior and influence the choice of goods. This research aimed to the comparison of the percentage of medium product selection in the two groups of positive and negative affect and high and low openness to feelings in students.The research method was quasi-experimental with the reversed-treatment non-equivalent control group design. The statistical population was all undergraduate and graduate students of psychology at the University of Isfahan in all fields. A sample of 144 population members was selected as volunteers and responded to positive affect, negative affect scale (PANAS)(Watson,Clark & Tellegen, 1988), short-form, and openness to feeling scale(Forgas & Ciarrochi, 2001). Then they were induced with positive and negative moods. These subjects then chose from three goods packages (two packages with high risk and one package with medium risk). Data were analyzed by independent t-test and logit analysis. The Cronbach's alpha reliability of the tools was satisfactory. Findings indicated that the percent choice of medium goods is higher in subjects with positive affect and high openness to feel. Also, the effect of openness to feeling on the selection of goods by participants is moderate with positive and negative affect. According to findings, sellers can increase the probability of buying safety (high risk) goods in buyers by inducing positive (negative) effects and achieve their selling goals.