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On the Consumption of Negative Feelings

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  • Eduardo B. Andrade
  • Joel B. Cohen
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    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 four 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 counterhedonic behavior. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

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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): 3 (06)
    Pages: 283-300

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    Handle: RePEc:ucp:jconrs:v:34:y:2007:i:3:p:283-300

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

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    Cited by:
    1. Riediger, Michaela & Schmiedek, Florian & Wagner, Gert G. & Lindenberger, Ulman, 2009. "Seeking Pleasure and Seeking Pain: Differences in Prohedonic and Contra-Hedonic Motivation From Adolescence to Old Age," EconStor Open Access Articles, ZBW - German National Library of Economics.
    2. Aaker, Jennifer L. & Drolet, Aimee L. & Griffin, Dale, 2008. "Recalling Mixed Emotions," Research Papers 1913, Stanford University, Graduate School of Business.
    3. Hosany, Sameer & Prayag, Girish, 2013. "Patterns of tourists' emotional responses, satisfaction, and intention to recommend," Journal of Business Research, Elsevier, vol. 66(6), pages 730-737.
    4. Paul Rozin & Lily Guillot & Katrina Fincher & Alexander Rozin & Eli Tsukayama, 2013. "Glad to be sad, and other examples of benign masochism," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 8(4), pages 439-447, July.
    5. A. Reuber & Eileen Fischer, 2010. "Organizations Behaving Badly: When Are Discreditable Actions Likely to Damage Organizational Reputation?," Journal of Business Ethics, Springer, vol. 93(1), pages 39-50, April.

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