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Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions

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  • Suresh Ramanathan
  • Patti Williams
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    Abstract

    The majority of literature looking at self-control dilemmas has focused on short-term positive and long-term negative affective outcomes arising from indulgence. In two studies, we find evidence for more complex emotional responses after indulgent consumption. We show that consumers feel simultaneous mixtures of both positive and negative emotions in response to indulgences and that the specific components of those emotional mixtures vary, depending on differences in individual impulsivity. Further, these mixtures are resolved differently over time, leading to differences in subsequent choices. In addition we show that more prudent consumers are likely to seize an opportunity to get rid of, or "launder," their negative emotions after an indulgence by subsequently making utilitarian versus hedonic choices. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/519149
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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 34 (2007)
    Issue (Month): 2 (05)
    Pages: 212-223

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    Handle: RePEc:ucp:jconrs:v:34:y:2007:i:2:p:212-223

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Chang, En-Chung & Lv, Yilin & Chou, Ting-Jui & He, Qingwen & Song, Zhuozhao, 2014. "Now or later: Delay's effects on post-consumption emotions and consumer loyalty," Journal of Business Research, Elsevier, vol. 67(7), pages 1368-1375.
    2. Francine Espinoza Petersen, 2012. "When do consumers indulge in luxury? Emotional certainty signals when to indulge to regulate affect," ESMT Research Working Papers ESMT-12-06, ESMT European School of Management and Technology.
    3. Aaker, Jennifer L. & Drolet, Aimee L. & Griffin, Dale, 2008. "Recalling Mixed Emotions," Research Papers 1913, Stanford University, Graduate School of Business.
    4. Berg, Nathan & Kim, Jeong-Yoo, 2010. "Demand for Self Control: A model of Consumer Response to Programs and Products that Moderate Consumption," MPRA Paper 26593, University Library of Munich, Germany.

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