suggests that mood alters the weighting of product attribute information such that when consumer is in a good mood, positive product attributes are weighted more heavily.

CONSUMER BEHAVIOUR

Explanation:

Consumer behaviour is the study of consumer's emotional, mental and behavioural responses and how customers buy and use goods and services to satisfy their needs and wants.

The actions or mood of consumers and the reason for the mood are important in the marketplace.

Therefore understanding and keeping track of consumer behavior or mood is important for businesses because it influence the purchasing behavior of a consumer. The secret to more sales is understanding consumer behavior because consumer mood alters the weighting of product attribute information such that when consumer is in a good mood, positive product attributes are weighted more heavily.