WASHINGTON (AFP) - There used to be a saying written on some shopping bags that said, When the going gets tough, the tough go shopping. But a study published Thursday in the Journal of Consumer Research has found that its better to go shopping when the goings not so tough, and were in a good mood, because we make faster and more consistent decisions. Researchers Paul Herr and Derrick Davis of Virginia Tech, Christine Page of Skidmore College and Bruce Pfeiffer of the University of New Hampshire conducted a study to determine how mood influences the very basic element of decision-making deciding whether or not we like or dislike an object. The authors manipulated study participants moods by showing them pictures of positive things, like cute puppies, or unpleasant things, like diseased feet, and then showed them pictures of common objects, one at a time. The objects were flashed on a screen and then replaced by a word like, dislike; good, bad; favourable, unfavourable; appealing, repulsive. The participants were asked to press a key labelled 'yes if the word matched their feeling about the object they had just seen, or the key marked 'no if it did not. The researchers found that people who were in a good mood probably the ones who had seen the pictures of puppies, not diseased feet responded more quickly and more consistently to the words. In other words, if they responded that they liked an object, they were less likely to respond later, when the same object was shown again but with a negative word associated with it, that they disliked it.