Not All Negative Emotions Lead to Concrete Construal

International Journal of Research in Marketing, Forthcoming

18 Pages Posted: 14 Jul 2015

See all articles by Nivriti Chowdhry

Nivriti Chowdhry

Rice University - Jesse H. Jones Graduate School of Business

Karen Page Winterich

Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration

Vikas Mittal

Rice University

Andrea Morales

Arizona State University (ASU)

Date Written: 2015

Abstract

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

Suggested Citation

Chowdhry, Nivriti and Winterich, Karen Page and Mittal, Vikas and Morales, Andrea, Not All Negative Emotions Lead to Concrete Construal (2015). International Journal of Research in Marketing, Forthcoming, Available at SSRN: https://ssrn.com/abstract=2630449

Nivriti Chowdhry (Contact Author)

Rice University - Jesse H. Jones Graduate School of Business ( email )

Houston, TX
United States
7133481790 (Phone)

Karen Page Winterich

Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration ( email )

University Park, PA 16802
United States

Vikas Mittal

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

Andrea Morales

Arizona State University (ASU) ( email )

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
34
Abstract Views
384
PlumX Metrics