Shifting Away From Discomfort: Managing Decision Difficulty Through Emotion Regulation

Stephanie M. Carpenter, University of Michigan, USA
J. Frank Yates, University of Michigan, USA
Stephanie D. Preston, University of Michigan, USA
Lydia Chen, University of Michigan, USA
Three studies examined whether shifting preferences and importance weights over time to be consistent with a choice leaning (i.e., coherence shifting) is a consistent strategy used to manage feelings of discomfort and physiological arousal. Results were consistent with our model of coherence shifting resolving discomfort and decision difficulty.
[ to cite ]:
Stephanie M. Carpenter, J. Frank Yates, Stephanie D. Preston, and Lydia Chen (2012) ,"Shifting Away From Discomfort: Managing Decision Difficulty Through Emotion Regulation ", 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: 1027-1028.