Only a Diamond Can Cut a Diamond: the Regulation of Emotions Via System Fit

Daniel Fernandes , Rotterdam School of Management, Erasmus University, The Netherlands
Lawrence Williams , University of Colorado, USA
Christina Kan , University of Colorado at Boulder, USA
Feeling sad or anxious increases the selection of unhealthy and indulgent options. We show that these effects are controlled by specific emotion regulation strategies. The effect of sadness is most strongly regulated by explicit emotional reappraisal, while the effect of anxiety is most strongly regulated by nonconsciously operating reappraisal goals.
[ to cite ]:
Daniel Fernandes , Lawrence Williams , and Christina Kan (2011) ,"Only a Diamond Can Cut a Diamond: the Regulation of Emotions Via System Fit", 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: 649-650.