Hardening My Heart: Persuasion Knowledge and Emotion Regulation

Nicole Verrochi Coleman, University of Pittsburgh, USA
Patti Williams, University of Pennsylvania, USA
Research has examined when persuasion knowledge is used, yet little investigates whether consumers possess emotion-based persuasion knowledge. We demonstrate that consumers are naturally suspicious of sad (vs. happy) appeals and infer that the marketer is manipulating their emotions. Also, the accessibility of persuasion motives further influences consumers’ emotion regulation.
[ to cite ]:
Nicole Verrochi Coleman and Patti Williams (2013) ,"Hardening My Heart: Persuasion Knowledge and Emotion Regulation", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.