Attenuating Sadness’ Effect on Consumption: Helplessness, Choice, and Self-Awareness

Sadness’ appraisal themes of loss and helplessness evoke an implicit goal of reward replacement. This leads sad (vs. neutral/ happy) individuals to consume more of a hedonic food product. We find that presenting a choice relevant for self (vs. others) attenuates sadness’ influence on consumption. Moderating effect of self-awareness is also tested.


Nitika Garg and J. Jeffrey Inman (2011) ,"Attenuating Sadness’ Effect on Consumption: Helplessness, Choice, and Self-Awareness", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 113-114.


Nitika Garg, University of New South Wales, Australia
J. Jeffrey Inman, University of Pittsburgh, USA


NA - Advances in Consumer Research Volume 39 | 2011

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