Affect As Information: the Moderating Roles of Self-Regulatory Systems and Diagnosticity of Affective Valence

The Effect of Self-Regulatory Focus on Use of Positive versus Negative Affect as Information



Thomas Kramer, Baruch College / CUNY

Song-Oh Yoon, Singapore Management University




Individuals often rely on affect for information. However, positive or negative affect may not be informative for individuals who are generally more prone to feel affect of this particular valence, unless they chronically monitor their internal states. We demonstrate that differences in internal versus external focus associated with promotion versus prevention self-regulation determine use of affect as information. We find that promotion-focused individuals with an internal focus of attention rely on both positive and negative affect. Conversely, prevention-focused individuals with an external focus of attention use only positive affect because its mismatch to their trait affective valence increases its diagnosticity.


Thomas Kramer and Song Yoon (2006) ,"Affect As Information: the Moderating Roles of Self-Regulatory Systems and Diagnosticity of Affective Valence", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 102-103.


Thomas Kramer, Baruch College, CUNY
Song Yoon, Stanford University


NA - Advances in Consumer Research Volume 33 | 2006

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