Navigating the waters: Regulating versus using feelings toward risky choices

Publication Type:
Conference Proceeding
Citation:
Advances in Consumer Research, 2012, 40 pp. 813 - 814 (2)
Issue Date:
2012-01
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Do happy or sad people take more risks? In three experiments, we find that happy people who regulate (use) their feelings are risk-averse (risk-seeking); meanwhile, sad people who regulate (use) their feelings are risk-seeking (risk-averse). This distinction between affect-regulation and affect-as-input reconciles past research and makes predictions regarding consumers' incidental feelings and their risk preferences.
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