Navigating the Waters: Regulating Versus Using Feelings Toward Risky Choices

Eugene Y. Chan, University of Toronto, Canada
Najam U. Saqib, Qatar University, Qatar
Do happy or sad people take more risks? In three experiments, we find that happy people who regulate (use) their feelings are risk-averse (risk-seeking); meanwhile, sad people who regulate (use) their feelings are risk-seeking (risk-averse). This distinction between affect-regulation and affect-as-input reconciles past research and makes predictions regarding consumers' incidental feelings and their risk preferences.
[ to cite ]:
Eugene Y. Chan and Najam U. Saqib (2012) ,"Navigating the Waters: Regulating Versus Using Feelings Toward Risky Choices", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 813-814.