5-O: the Effect of Antecedents of Sadness on Brand Evaluation

The current paper contributes to research on emotion in consumer attitudes and behaviors by showing that when consumers experience sadness from status loss, they value brand competence and rate competent brands more desirable than warm brands. Ratings of brand traits do not differ when consumers experience sadness from social loss.



Citation:

Luxi Chai and Yexin Jessica Li (2017) ,"5-O: the Effect of Antecedents of Sadness on Brand Evaluation ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1018-1018.

Authors

Luxi Chai, University of Kansas, USA
Yexin Jessica Li, University of Kansas, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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