TY - JOUR
T1 - Not all negative emotions lead to concrete construal
AU - Chowdhry, Nivriti
AU - Winterich, Karen Page
AU - Mittal, Vikas
AU - Morales, Andrea C.
PY - 2015/12/1
Y1 - 2015/12/1
N2 - 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.
AB - 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.
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U2 - 10.1016/j.ijresmar.2015.03.006
DO - 10.1016/j.ijresmar.2015.03.006
M3 - Article
AN - SCOPUS:84949105406
SN - 0167-8116
VL - 32
SP - 428
EP - 430
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
IS - 4
ER -