The Silver Lining of Sadness: How Sadness Promotes Subjective Well-Being

Although seemingly paradoxical, consumers sometimes choose sad experiences. We argue that is due to a deeply embedded social experience of sadness. Across five experiments, rather than being motivated by hedonic self-focused consumption following a sad event, consumers are motivated to affiliate and buy gifts for others, improving their well-being.


Jeffrey Rotman and Andrew Perkins (2020) ,"The Silver Lining of Sadness: How Sadness Promotes Subjective Well-Being", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 637-368.


Jeffrey Rotman, Deakin Business School
Andrew Perkins, Washington State University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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