| Title: |
The Orientation-Matching Hypothesis: An Emotion-Specificity Approach to Affect Regulation. |
| Authors: |
Labroo, Aparna A1; Rucker, Derek D2 |
| Source: |
Journal of Marketing Research (JMR). Oct2010, Vol. 47 Issue 5, p955-966. 12p. 1 Diagram, 5 Charts. |
| Subject Terms: |
*ADVERTISING; *CONSUMER behavior; *ADVERTISING effectiveness; *ADVERTISING avoidance; *CONSUMER attitudes; *CONSUMER preferences; EMOTIONAL experience; EMOTIONAL environment; EMOTIONAL state; AFFECT (Psychology); MOTIVATION (Psychology); SOCIOLOGY of emotions; EMOTIONS & cognition; EMOTIONAL contagion |
| Abstract: |
This article proposes that merely considering outcomes associated with a positive approach emotion (e.g., happiness) can regulate negative emotions that evoke an approach orientation (e.g., sadness, anger). In contrast, outcomes associated with a positive avoidance emotion (e.g., calmness) best regulate negative emotions that evoke an avoidance orientation (e.g., anxiety, embarrassment). Although such orientation-matched (versus mismatched) positive outcomes might not address the problem that caused the negative emotion, they automatically signal a reduced need for affect regulation specific to the evoked orientation. Thus, orientation matching results in emotional benefit, increases preferences toward matched outcomes, and frees resources for subsequent tasks. [ABSTRACT FROM AUTHOR] |
| : |
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| Database: |
Business Source Premier |