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

F6. Can CSR Save a Firm From a Crisis? A Role of Gratitude in the Buffering Effect of CSR on Consumer Vindictive Behavior.

Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University

Read More

Featured

Good Gets Better, Bad Gets Worse: The Polarizing Effect of Rating a Consumption Experience

Nahid Ibrahim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
Rory Waisman, University of Alberta, Canada

Read More

Featured

Red Flag! The Consequences of Alerting Consumers to Fake Reviews

Jared Joseph Watson, New York University, USA
Amna Kirmani, University of Maryland, 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.