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



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