Not all negative emotions lead to concrete construal

• Autores: Nivriti Chowdhry, Karen Page Winterich, Vikas Mittal, Andrea C. Morales
• Localización: International journal of research in marketing, ISSN 0167-8116, Vol. 32, Nº 4, 2015, págs. 428-430
• Idioma: inglés
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• Resumen

  • 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