Feeling Good At the Right Time

Nadav Klein, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
We examine situations in which individuals receive premature positive news (e.g., movie spoilers, unofficial acceptance letters). In three studies, we find that in response to premature news, individuals hold back their positive emotions. We further explore the ironic consequences of inhibiting the emotional response: premature news leads people to maintain engagement in a task but to end up valuing it less.
[ to cite ]:
Nadav Klein and Ayelet Fishbach (2011) ,"Feeling Good At the Right Time ", 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: 166.