Is Concealing Emotional Expression Cool?

Caleb Warren, Texas A&M University, USA
Todd Pezzuti, University of Chile
Shruti Kolay, Texas A&M University, USA
Although the literature argues that people become cool by concealing emotion, this relationship has not been empirically tested. We found that concealing emotion has a negative effect on perceptions of coolness and that this negative effect has downstream consequences for the products associated with individuals that conceal versus express emotion.
[ to cite ]:
Caleb Warren, Todd Pezzuti, and Shruti Kolay (2014) ,"Is Concealing Emotional Expression Cool?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 730-731.