Navigating the Waters: Regulating Versus Using Feelings Toward Risky Choices
Do happy or sad people take more risks? In three experiments, we find that happy people who regulate (use) their feelings are risk-averse (risk-seeking); meanwhile, sad people who regulate (use) their feelings are risk-seeking (risk-averse). This distinction between affect-regulation and affect-as-input reconciles past research and makes predictions regarding consumers' incidental feelings and their risk preferences.
Eugene Y. Chan and Najam U. Saqib (2012) ,"Navigating the Waters: Regulating Versus Using Feelings Toward Risky Choices", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 813-814.
Eugene Y. Chan, University of Toronto, Canada
Najam U. Saqib, Qatar University, Qatar
NA - Advances in Consumer Research Volume 40 | 2012
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