The orientation-matching hypothesis: An emotion-specificity approach to affect regulation

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29 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)955-966
Number of pages12
JournalJournal of Marketing Research
Volume47
Issue number5
DOIs
StatePublished - Oct 1 2010

Keywords

  • Advertising
  • Affect regulation
  • Emotion
  • Matching effects
  • Motivation

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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