Negative Moods Spur Effortful Attainment: a Mood Improvement Strategy

Four experiments tested the hypothesis that consumers in a negative mood (sad, angry, or generalized negativity) perform better at effortful goals as a form of implicit emotion regulation. The hypothesis was confirmed, and yet when given a choice consumers nonetheless eschew effortful goal pursuit preferring light, hedonic tasks instead.


Yajin Wang and Kathleen Vohs (2014) ,"Negative Moods Spur Effortful Attainment: a Mood Improvement Strategy", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 225-229.


Yajin Wang, University of Minnesota, USA
Kathleen Vohs, University of Minnesota, USA


NA - Advances in Consumer Research Volume 42 | 2014

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