You are not currently logged in.
Access JSTOR through your library or other institution:
Lay Theories of Emotion Transience and the Search for Happiness: A Fresh Perspective on Affect Regulation
Aparna A. Labroo and Anirban Mukhopadhyay
Journal of Consumer Research
Vol. 36, No. 2 (August 2009), pp. 242-254
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/10.1086/597159
Page Count: 13
You can always find the topics here!Topics: Emotion, Emotion theories, Happiness, Charity, Emotional states, Regulatory theory, Emotional expression, Mathematical dependent variables, Snacking, Pretests
Were these topics helpful?See somethings inaccurate? Let us know!
Select the topics that are inaccurate.
Preview not available
Across six studies, we demonstrate that consumers have beliefs pertaining to the transience of emotion, which, along with their current feelings, determine the extent to which they regulate their immediate affect. If consumers believe that emotion is fleeting, those feeling happy (vs. unhappy) engage in affect regulation because they infer that they need to take actions to maintain their positive feelings. In contrast, if consumers believe that emotion is lasting, those feeling unhappy (vs. happy) engage in affect regulation because they infer that the negative feelings will persist unless they take actions to repair them. These effects are obtained with measured and with manipulated beliefs, and they occur only when the theories pertain specifically to emotion. Implications and areas for future research are discussed.
© 2009 by JOURNAL OF CONSUMER RESEARCH, Inc.