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
Share Proceeding
Featured papers
See MoreFeatured
When Perceiving Oneself as a Spender Increases Saving
Emily Garbinsky, University of Notre Dame, USA
Nicole Mead, University of Melbourne, Australia
Featured
O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude
Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School
Featured
Consumer Attachment Styles and Preference for Sharing Products
Kivilcim Dogerlioglu Demir, Sabanci University
Ezgi Akpinar, Koc University, Turkey
mehmet okan, ITU