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- Title
The Orientation-Matching Hypothesis: An Emotion-Specificity Approach to Affect Regulation.
- Authors
Labroo, Aparna A; Rucker, Derek D
- Abstract
This article proposes that merely considering outcomes associated with a positive approach emotion (e.g., happiness) can regulate negative emotions that evoke an approach orientation (e.g., sadness, anger). In contrast, outcomes associated with a positive avoidance emotion (e.g., calmness) best regulate negative emotions that evoke an avoidance orientation (e.g., anxiety, embarrassment). Although such orientation-matched (versus mismatched) positive outcomes might not address the problem that caused the negative emotion, they automatically signal a reduced need for affect regulation specific to the evoked orientation. Thus, orientation matching results in emotional benefit, increases preferences toward matched outcomes, and frees resources for subsequent tasks.
- Subjects
EMOTIONAL experience; EMOTIONAL environment; EMOTIONAL state; AFFECT (Psychology); MOTIVATION (Psychology); ADVERTISING; CONSUMER behavior
- Publication
Journal of Marketing Research (JMR), 2010, Vol 47, Issue 5, p955
- ISSN
0022-2437
- Publication type
Article
- DOI
10.1509/jmkr.47.5.955