Is Concealing Emotional Expression Cool?
Although the literature argues that people become cool by concealing emotion, this relationship has not been empirically tested. We found that concealing emotion has a negative effect on perceptions of coolness and that this negative effect has downstream consequences for the products associated with individuals that conceal versus express emotion.
Caleb Warren, Todd Pezzuti, and Shruti Kolay (2014) ,"Is Concealing Emotional Expression Cool?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 730-731.
Caleb Warren, Texas A&M University, USA
Todd Pezzuti, University of Chile
Shruti Kolay, Texas A&M University, USA
NA - Advances in Consumer Research Volume 42 | 2014
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