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

Share Proceeding

Featured papers

See More


A Rational Model to Predict Consumers’ Irrational Behavior

Vahid Rahmani, Rowan University

Read More


O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks

Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA

Read More


When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand

Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, 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.