Not all negative emotions lead to concrete construal

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

Research output: Contribution to journalArticle

7 Citations (Scopus)

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 languageEnglish (US)
Pages (from-to)428-430
Number of pages3
JournalInternational Journal of Research in Marketing
Volume32
Issue number4
DOIs
StatePublished - Dec 1 2015

Fingerprint

Negative emotions
Emotion
Disgust
Happiness
Brand extensions

Keywords

  • Brand extension
  • Construal level
  • Disgust
  • Emotion
  • Happiness
  • Valence

ASJC Scopus subject areas

  • Marketing

Cite this

Not all negative emotions lead to concrete construal. / Chowdhry, Nivriti; Winterich, Karen Page; Mittal, Vikas; Ketcham, Andrea.

In: International Journal of Research in Marketing, Vol. 32, No. 4, 01.12.2015, p. 428-430.

Research output: Contribution to journalArticle

Chowdhry, Nivriti ; Winterich, Karen Page ; Mittal, Vikas ; Ketcham, Andrea. / Not all negative emotions lead to concrete construal. In: International Journal of Research in Marketing. 2015 ; Vol. 32, No. 4. pp. 428-430.
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