M6. Approaching Negative Experience
Because approaching unfamiliar negative experiences could dissipate one’s uncertainty of the environment, we propose that people are more curious about, and hence more likely to choose a negative experience over a positive experience. Three experiments provide preliminary evidence for this effect.
Citation:
Liang Shen, Fengyan Cai, and Ying Yu (2018) ,"M6. Approaching Negative Experience", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 928-928.
Authors
Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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