5-V: When Sadness Comes Alive, Will It Be Less Painful? the Effects of Anthropomorphism on Sadness Regulation

Can anthropomorphism contribute to the regulation of sadness? In three studies, we demonstrated that anthropomorphic (vs. neutral) thinking decreased the intensity of sadness experience. We suggest that psychological detachment explains this effect. This result offers fresh insights to research on emotions and anthropomorphism, and has implications for consumer well-being.


Li Yang, Fangyuan Chen, and Rocky Peng Chen (2017) ,"5-V: When Sadness Comes Alive, Will It Be Less Painful? the Effects of Anthropomorphism on Sadness Regulation", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1068-1068.


Li Yang, Tsinghua University, China
Fangyuan Chen, Hong Kong Polytechnic University, Hong Kong
Rocky Peng Chen, Hong Kong Baptist University, Hong Kong


NA - Advances in Consumer Research Volume 45 | 2017

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