TITLE

The Orientation-Matching Hypothesis: An Emotion-Specificity Approach to Affect Regulation

AUTHOR(S)
Labroo, Aparna A; Rucker, Derek D
PUB. DATE
October 2010
SOURCE
Journal of Marketing Research (JMR);Oct2010, Vol. 47 Issue 5, p955
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This article proposes that merely considering outcomes associated with a positive approach emotion (e.g., happiness) can regulate negative emotions that evoke an approach orientation (e.g., sadness, anger). In contrast, outcomes associated with a positive avoidance emotion (e.g., calmness) best regulate negative emotions that evoke an avoidance orientation (e.g., anxiety, embarrassment). Although such orientation-matched (versus mismatched) positive outcomes might not address the problem that caused the negative emotion, they automatically signal a reduced need for affect regulation specific to the evoked orientation. Thus, orientation matching results in emotional benefit, increases preferences toward matched outcomes, and frees resources for subsequent tasks.
ACCESSION #
53716166

 

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