Abstract

http://ssrn.com/abstract=892028
 
 

References (41)



 
 

Citations (8)



 


 



On the Consumption of Negative Feelings


Eduardo B. Andrade


University of California, Berkeley - Haas School of Business

Joel B. Cohen


University of Florida - Warrington College of Business Administration


Journal of Consumer Research, October 2007

Abstract:     
How can the hedonistic assumption (i.e., people's willingness to pursue pleasure and avoid pain) be reconciled with people choosing to expose themselves to experiences known to elicit negative feelings? We assess how (1) the intensity of the negative feelings, (2) positive feelings in the aftermath, and (3) the coactivation of positive and negative feelings contribute to our understanding of such behavior. In a series of 4 studies, consumers with either approach or avoidance tendencies (toward horror movies) were asked to report their positive and/or negative feelings either after (experiment 1) or while (experiments 2, 3A, and 3B) they were exposed to a horror movie. We demonstrate how a model incorporating coactivation principles and enriched with a protective frame moderator (via detachment) can provide a more parsimonious and viable description of the affective reactions that result from counter-hedonic behavior.

Number of Pages in PDF File: 59

JEL Classification: M31

Accepted Paper Series


Download This Paper

Date posted: March 26, 2006  

Suggested Citation

Andrade, Eduardo B. and Cohen, Joel B., On the Consumption of Negative Feelings. Journal of Consumer Research, October 2007. Available at SSRN: http://ssrn.com/abstract=892028

Contact Information

Eduardo B. Andrade (Contact Author)
University of California, Berkeley - Haas School of Business ( email )
545 Student Services Building
Berkeley, CA 94720
United States
Joel B. Cohen
University of Florida - Warrington College of Business Administration ( email )
Gainesville, FL 32611
United States
Feedback to SSRN


Paper statistics
Abstract Views: 3,912
Downloads: 734
Download Rank: 17,610
References:  41
Citations:  8

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo2 in 0.281 seconds