Designing for Mood: Affecting Online Judgments by Using a Mood- Lifting Website Design

Caroline Hove Engelheim

Student thesis: Master thesis


With the hardware dealer Imerco’s webshop as a case, the present research used a mixed methods approach to examine how online users’ mood is influenced by website design and whether their mood affects their online shopping related judgments. Firstly, it was explored how the users’ mood is influenced by various website elements. Five website elements that influence the users’ mood positively were identified and integrated into a ‘mood-optimised’ mock-up design of Imerco’s website. Secondly, a twogroup experiment was conducted to test whether the mood-optimised design affects the users’ purchase intention, product and website evaluation, and whether this effect is mediated by mood. As expected, it was found that the mood-optimised design makes the users employ a more heuristic processing style, which indicates that the design has a positive effect on mood. Furthermore, it was confirmed that users’ mood affects their online purchase intention and evaluation of a website positively. These findings have great managerial implications, since they suggest that sales can be raised by affecting users’ mood by website design.

EducationsMSc in Business Administration and Information Systems, (Graduate Programme) Final Thesis
Publication date2016
Number of pages89