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 over-consume a hedonic food product. We find that presenting a choice attenuates sadness’ influence on consumption. Moderating effect of choice relevance (for self vs. others) and self-awareness are also tested.


Nitika Garg and Jeff Inman (2012) ,"Attenuating Sadness’ Effect on Consumption: Helplessness, Choice, and Self-Awareness", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 43-46.


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


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

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