Sadness and Consumption: the Attenuating Role of Choice

Nitika Garg, University of Mississippi, USA
Jennifer Lerner, Harvard University, USA
Sadness from one situation tends to carry-over to new situations. Its effect typically occurs without awareness, leading individuals to pay more for new goods and to eat more unhealthy food. Findings from two experiments (with real food and real money) reveal that enhancing individual control (choice of gift vs. receiving it) attenuates sadness’ effect on consumption.
[ to cite ]:
Nitika Garg and Jennifer Lerner (2011) ,"Sadness and Consumption: the Attenuating Role of Choice", 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.