Emotions Shape Construal Levels: the Case of Guilt and Shame

Three experiments show that emotions influence subsequent decision-making by systematically altering construal levels. Guilt (shame) led individuals to adopt lower (higher) levels of construal in subsequent decisions. Thus, guilt (shame)-laden individuals tend to prefer products with high feasibility (desirability) features.


DaHee Han, Adam Duhachek, and Nidhi Agrawal (2014) ,"Emotions Shape Construal Levels: the Case of Guilt and Shame", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 70-75.


DaHee Han, McGill University, Canada
Adam Duhachek, Indiana University, USA
Nidhi Agrawal, University of Washington, USA


NA - Advances in Consumer Research Volume 42 | 2014

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