Attenuating Sadness’ Effect on Consumption: Helplessness, Choice, and Self-Awareness

Nitika Garg, University of New South Wales, Australia
J. Jeffrey Inman, University of Pittsburgh, USA
Sadness’ appraisal themes of loss and helplessness evoke an implicit goal of reward replacement. This leads sad (vs. neutral/ happy) individuals to consume more of a hedonic food product. We find that presenting a choice relevant for self (vs. others) attenuates sadness’ influence on consumption. Moderating effect of self-awareness is also tested.
[ to cite ]:
Nitika Garg and J. Jeffrey Inman (2011) ,"Attenuating Sadness’ Effect on Consumption: Helplessness, Choice, and Self-Awareness", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 113-114.