Focused on a Feeling Or the Cause? the Regulation of Anxiety

Aparna A. Labroo, University of Chicago, USA
Derek D. Rucker, Northwestern University, USA
Anxious consumers can focus on their feelings or the cause of those feelings. When consumers focus on their feelings, higher-order motivational states are activated and merely considering motivation-compatible positive outcomes can provide symbolic emotional benefit. Among cause-focused consumers, however, affect is regulated only by actions addressing the underlying problem.
[ to cite ]:
Aparna A. Labroo and Derek D. Rucker (2011) ,"Focused on a Feeling Or the Cause? the Regulation of Anxiety", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.