Not All Negative Emotions Lead to Concrete Construal
International Journal of Research in Marketing, Forthcoming
18 Pages Posted: 14 Jul 2015
Date Written: 2015
Labroo and Patrick (2009) show that positively- (negatively-) valenced emotions are associated with a relatively more (less) abstract construal. However, similarly valenced emotions may differ on other dimensions, impacting construal level. Replicating Labroo and Patrick (2009), happiness is associated with a relatively more abstract construal than sadness. Extending their findings, disgust is associated with a relatively more abstract construal than sadness. This difference in construal level results in disgust and sadness impacting brand-extension judgments differently.
Keywords: Construal level, emotion, valence, disgust, happiness, brand extension
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