Abstract
Labroo and Patrick (2009) show that positively- (negatively-) valenced emotions are associated with a relatively more (less) abstract construal. However, similarly valenced emotions may differ on other dimensions, impacting construal level. Replicating Labroo and Patrick (2009), happiness is associated with a relatively more abstract construal than sadness. Extending their findings, disgust is associated with a relatively more abstract construal than sadness. This difference in construal level results in disgust and sadness impacting brand-extension judgments differently.
Original language | English (US) |
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Pages (from-to) | 428-430 |
Number of pages | 3 |
Journal | International Journal of Research in Marketing |
Volume | 32 |
Issue number | 4 |
DOIs | |
State | Published - Dec 1 2015 |
Keywords
- Brand extension
- Construal level
- Disgust
- Emotion
- Happiness
- Valence
ASJC Scopus subject areas
- Marketing