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Good weather for Schwarz and Clore
Claude Messner1, Michaela Wänke
1Institute for Marketing, University of Bern, Bern, Switzerland. claude.messner@imu.unibe.ch
Abstract:
This article is a tribute to the "mood as information" paradigm in general and the seminal weather study (Schwarz & Clore, 1983) in particular. Schwarz and Clore used a natural variation in weather to induce different mood states and to further show that participants reported higher life satisfaction on sunny days than on rainy days, presumably because they misattributed their mood to their life satisfaction. Based on the mood-as-information heuristic the present study tested the reverse relationship between mood and weather. The results fully support the predictions of Schwarz and Clore. Participants in a good mood judged the weather more positively than did participants in a sad mood. Moreover, the effect diminished when participants were made aware of their mood, as predicted by Schwarz and Clore.
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