5-E: Fight Or Flight? Consumers' Implicit and Explicit Emotional Reactions to Looming Threat

We used face reading technology to examine the emotional effects of the looming bias. We find evidence that looming stimuli elicit more negative emotions in consumers compared to receding stimuli, and that animal threat leads to more negative emotions than human facial threat, but only when it’s looming.


Lana Mulier, Hendrik Slabbinck, and Iris Vermeir (2017) ,"5-E: Fight Or Flight? Consumers' Implicit and Explicit Emotional Reactions to Looming Threat", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1050-1050.


Lana Mulier, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium


NA - Advances in Consumer Research Volume 45 | 2017

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