Skip to main content
Duke University Libraries
DukeSpace Scholarship by Duke Authors
  • Login
  • Ask
  • Menu
  • Login
  • Ask a Librarian
  • Search & Find
  • Using the Library
  • Research Support
  • Course Support
  • Libraries
  • About
View Item 
  •   DukeSpace
  • Theses and Dissertations
  • Duke Dissertations
  • View Item
  •   DukeSpace
  • Theses and Dissertations
  • Duke Dissertations
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

When Bittersweet is as Good as Sweet: How Emotion Norms Shape Consumption Choices

Thumbnail
View / Download
789.4 Kb
Date
2010
Author
Wu, Eugenia Ching
Advisors
Fitzsimons, Gavan J
Luce, Mary Frances
Repository Usage Stats
440
views
344
downloads
Abstract

Though societally-held norms about emotion are an ever-present factor that guide and shape our emotional experiences, little research has examined how these norms might influence our consumption behaviors. In my dissertation, I begin to bridge that gap by examining how emotion norms might encourage individuals to make certain consumption choices in an attempt to achieve or avoid specific emotional states. In particular, I focus specifically on the emotion norm associated with the experience of feeling ashamed to explore how emotion norms can lead us to make some rather unexpected choices. Across a series of studies, I find that the emotion norm associated with shame attenuates consumers' basic hedonic impulses and increases their preference for products that elicit mixed emotions. Importantly, I find that this occurs despite our natural preference for feeling positively and despite the fact that feeling mixed emotions is psychologically uncomfortable and aversive. Taken together, this work extends the existing research on motivated emotion, mixed emotions and emotion norms in (1) suggesting a novel reason for why individuals might seek out one emotional state over another (2) providing an explanation for why mixed emotions-eliciting products might succeed in the marketplace (3) demonstrating that not all negative emotions lead to mood repair behavior and (4) examining how emotion norms as fundamental social structures influence consumption behavior.

Type
Dissertation
Department
Business Administration
Subject
Business Administration, Marketing
Permalink
https://hdl.handle.net/10161/2288
Citation
Wu, Eugenia Ching (2010). When Bittersweet is as Good as Sweet: How Emotion Norms Shape Consumption Choices. Dissertation, Duke University. Retrieved from https://hdl.handle.net/10161/2288.
Collections
  • Duke Dissertations
More Info
Show full item record
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 United States License.

Rights for Collection: Duke Dissertations


Works are deposited here by their authors, and represent their research and opinions, not that of Duke University. Some materials and descriptions may include offensive content. More info

Make Your Work Available Here

How to Deposit

Browse

All of DukeSpaceCommunities & CollectionsAuthorsTitlesTypesBy Issue DateDepartmentsAffiliations of Duke Author(s)SubjectsBy Submit DateThis CollectionAuthorsTitlesTypesBy Issue DateDepartmentsAffiliations of Duke Author(s)SubjectsBy Submit Date

My Account

LoginRegister

Statistics

View Usage Statistics
Duke University Libraries

Contact Us

411 Chapel Drive
Durham, NC 27708
(919) 660-5870
Perkins Library Service Desk

Digital Repositories at Duke

  • Report a problem with the repositories
  • About digital repositories at Duke
  • Accessibility Policy
  • Deaccession and DMCA Takedown Policy

TwitterFacebookYouTubeFlickrInstagramBlogs

Sign Up for Our Newsletter
  • Re-use & Attribution / Privacy
  • Harmful Language Statement
  • Support the Libraries
Duke University