Accentuate the Positive, Eliminate the Negative: Attention and Emotion Regulation

Verrochi, Nicole; Williams, Patti

doi:10.1037/e621072012-180

Cited by 1 publication

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“…The concept of emotion regulation 1 appeared in psychology in the early 1990s (Izard, 1990; Gross and Levenson, 1993) but is rarely used in marketing (Verrochi, 2010). ‘Emotion regulation refers to attempts individuals make to influence which emotions they have, when they have them, and how these emotions are experienced and expressed’ (Gross, Richards and John, 2006: 14).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Influence of a sad program context on the process of advertising persuasion among younger and older adults

Lacoste-Badie

Malek

Droulers

2013

Recherche et Applications en Marketing (English Edition)

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This experimental research investigates the impact of age (younger vs. older adults) and program context (sad vs. neutral) on affective reactions elicited by the program, on attitude towards the ads inserted in the program and on attitude towards the brands in the ads. The results show differential effects on younger and older adults: the level of sadness reported after exposure to a sad program is less strong among older adults than among younger adults; a sad program does not influence the attitude toward the ads (Aad) when it concerns older adults, while its influence is negative when it concerns younger adults; the effect of sadness on attitude toward brands (Ab), mediated by Aad, is not significant among older adults, while it is significant and negative among younger adults. This research confirms that older adults have better emotion regulation than younger adults in a situation of negative emotion induction.

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