When Feeling Good Feels “Wrong”: Avoiding Hedonic Consumption When It Reflects Immoral Character

In contrast to traditional mood repair motivations, we find that people desire to experience negative emotions in response to moral violations. Therefore, people avoid hedonic consumption after negatively valenced moral content, and feel uncomfortable when negatively valenced moral content is followed by hedonic frivolous content in social media contexts.


Stephanie Lin, Taly Reich, and Tamar Kreps (2017) ,"When Feeling Good Feels “Wrong”: Avoiding Hedonic Consumption When It Reflects Immoral Character", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 307-312.


Stephanie Lin, Singapore Management University, Singapore
Taly Reich, Yale University, USA
Tamar Kreps, University of Utah, USA


NA - Advances in Consumer Research Volume 45 | 2017

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