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
Recommended Citation
Ramanathan, S., & Williams, P. (2007). Immediate and Delayed Emotional Consequences of Indulgence: The Moderating Influence of Personality Type on Mixed Emotions. Journal of Consumer Research, 34 (2), 212-223. http://dx.doi.org/10.1086/519149
Included in
Cognition and Perception Commons, Cognitive Psychology Commons, Marketing Commons, Social Psychology Commons
Date Posted: 15 June 2018
This document has been peer reviewed.