Joe Vs. Joe: Turning to One’S Partner Versus Favorite Product in Emotion Regulation

We compare negative emotion regulation strategies of support from partner vs. consumption of favorite beverage. When the negative emotion is irritation (vs. sadness or anxiety) a larger number turn to their product. Furthermore, those who imagine product consumption (vs. partner support) in irritation condition report more reduced feelings of irritation.


Danielle J. Brick, Hannah Honey, Grainne Fitzsimons, and Gavan J. Fitzsimons (2012) ,"Joe Vs. Joe: Turning to One’S Partner Versus Favorite Product in Emotion Regulation", 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: 1106-1106.


Danielle J. Brick, Duke University, USA
Hannah Honey, Duke University, USA
Grainne Fitzsimons, Duke University, USA
Gavan J. Fitzsimons, Duke University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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