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Not all negative emotions lead to concrete construal

Author

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  • Chowdhry, Nivriti
  • Winterich, Karen Page
  • Mittal, Vikas
  • Morales, Andrea C.

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.

Suggested Citation

  • Chowdhry, Nivriti & Winterich, Karen Page & Mittal, Vikas & Morales, Andrea C., 2015. "Not all negative emotions lead to concrete construal," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 428-430.
    • Handle: RePEc:eee:ijrema:v:32:y:2015:i:4:p:428-430
    DOI: 10.1016/j.ijresmar.2015.03.006
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    References listed on IDEAS

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    1. Aparna A. Labroo & Vanessa M. Patrick, 2009. "Psychological Distancing: Why Happiness Helps You See the Big Picture," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(5), pages 800-809, October.
    2. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
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    Cited by:

    1. Herter, Márcia Maurer & Borges, Adilson & Pinto, Diego Costa, 2021. "Which emotions make you healthier? The effects of sadness, embarrassment, and construal level on healthy behaviors," Journal of Business Research, Elsevier, vol. 130(C), pages 147-158.
    2. Septianto, Felix & Lee, Michael S.W., 2020. "Emotional responses to plastic waste: Matching image and message framing in encouraging consumers to reduce plastic consumption," Australasian marketing journal, Elsevier, vol. 28(1), pages 18-29.
    3. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
    4. Chan, Eugene Y. & Septianto, Felix, 2022. "Disgust predicts charitable giving: The role of empathy," Journal of Business Research, Elsevier, vol. 142(C), pages 946-956.
    5. Septianto, Felix & Kemper, Joya A. & Chiew, Tung Moi, 2020. "The interactive effects of emotions and numerical information in increasing consumer support to conservation efforts," Journal of Business Research, Elsevier, vol. 110(C), pages 445-455.
    6. Mei-Mei Lin, 2016. "What is the Affect by Leader Emotion in an Organization? Exploring the Effects of Leader Emotion on Leader Role and Employee Impression," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(1), pages 239-239, December.

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