N14. the Bright Side of Sadness: How Mood Affects Goal Initiation

How does mood affect people’s likelihood to initiate a long-term goal pursuit? Two studies show that compared to happy individuals, sad individuals have stronger preference for self-discontinuity, which leads to greater motivation to start pursuing a long-term goal.



Citation:

Yunqing Chen and Leilei Gao (2018) ,"N14. the Bright Side of Sadness: How Mood Affects Goal Initiation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 902-902.

Authors

Yunqing Chen, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Don’t Forget the Accountant: Role-Integration Increases the Fungibility of Mentally Accounted Resources

Iman Paul, Georgia Tech, USA
Jeffrey Parker, Georgia State University, USA
Sara Loughran Dommer, Georgia Tech, USA

Read More

Featured

Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption

Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA

Read More

Featured

Immigration, Abortion, and Gay Marriage – Oh My!

TJ Weber, Cal Poly San Luis Obispo
Chris Hydock, Georgetown University, USA
Jeff Joireman, Washington State University, USA
David Sprott, Washington State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.