Not all negative emotions lead to concrete construal

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

Research output: Contribution to journalArticle

10 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)428-430
Number of pages3
JournalInternational Journal of Research in Marketing
Volume32
Issue number4
DOIs
StatePublished - Dec 1 2015

All Science Journal Classification (ASJC) codes

  • Marketing

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