Negative Affect and Choice of an Avoidant Response: the Moderating Effect of Accountability Degree and Type

Accountability has been touted as a panacea to counteract decision biases. Recently, two types of accountability – outcome and process – have emerged. We examine the interactive effect of emotions and accountability on choice. We find that while generalized and outcome accountability actually amplify emotion effects, process accountability helps attenuate them. Underlying driver of choice patterns is also examined.



Citation:

Nitika Garg, Jeff Inman, and Vikas Mittal (2012) ,"Negative Affect and Choice of an Avoidant Response: the Moderating Effect of Accountability Degree and Type", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 29-32.

Authors

Nitika Garg, University of New South Wales, Australia
Jeff Inman, University of Pittsburgh, USA
Vikas Mittal, Rice University, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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