Marketing Papers

Document Type

Technical Report

Date of this Version

8-2007

Publication Source

Journal of Consumer Research

Volume

34

Issue

2

Start Page

212

Last Page

223

DOI

10.1086/519149

Abstract

The majority of literature looking at self-control dilemmas has focused on short-term positive and long-term negative affective outcomes arising from indulgence. In two studies, we find evidence for more complex emotional responses after indulgent consumption. We show that consumers feel simultaneous mixtures of both positive and negative emotions in response to indulgences and that the specific components of those emotional mixtures vary, depending on differences in individual impulsivity. Further, these mixtures are resolved differently over time, leading to differences in subsequent choices. In addition we show that more prudent consumers are likely to seize an opportunity to get rid of, or “launder,” their negative emotions after an indulgence by subsequently making utilitarian versus hedonic choices.

Copyright/Permission Statement

This is a pre-copyedited, author-produced PDF of an article accepted for publication in Journal of Consumer Research following peer review. The version of record [Ramanathan, S. & Williams, P. Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions. Journal of Consumer Research 34, no. 2: 212-223.] is available online at: http://dx.doi.org/10.1086/519149.

Keywords

compulsive/impulsive consumption, affect/emotions/mood, personality, motivation/desires/goals, experimental design and analysis (ANOVA), observation

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Date Posted: 15 June 2018

This document has been peer reviewed.