Not all negative emotions lead to concrete construal

Nivriti Chowdhry; Karen Page Winterich; Vikas Mittal; Andrea Ketcham

doi:10.1016/j.ijresmar.2015.03.006

Not all negative emotions lead to concrete construal

Nivriti Chowdhry, Karen Page Winterich, Vikas Mittal, Andrea Ketcham

Marketing

Research output: Contribution to journal › Article › peer-review

19 Scopus citations

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)
Pages (from-to)	428-430
Number of pages	3
Journal	International Journal of Research in Marketing
Volume	32
Issue number	4
DOIs	https://doi.org/10.1016/j.ijresmar.2015.03.006
State	Published - Dec 1 2015

Keywords

Brand extension
Construal level
Disgust
Emotion
Happiness
Valence

ASJC Scopus subject areas

Marketing

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10.1016/j.ijresmar.2015.03.006

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title = "Not all negative emotions lead to concrete construal",

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.",

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author = "Nivriti Chowdhry and Winterich, {Karen Page} and Vikas Mittal and Andrea Ketcham",

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AU - Chowdhry, Nivriti

AU - Winterich, Karen Page

AU - Mittal, Vikas

AU - Ketcham, Andrea

PY - 2015/12/1

Y1 - 2015/12/1

N2 - 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.

AB - 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.

KW - Brand extension

KW - Construal level

KW - Disgust

KW - Emotion

KW - Happiness

KW - Valence

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JO - International Journal of Research in Marketing

JF - International Journal of Research in Marketing

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Not all negative emotions lead to concrete construal

Abstract

Keywords

ASJC Scopus subject areas

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