Track 10: Judgment & Decision Making II
Ryan Hamilton (Emory University)

10C. Feelings & Emotions

Saturday, March 5
2:00pm – 3:30pm EST
Discussant: Michel Pham (Columbia University)
MC: Kristen Duke (University of Toronto)
Calendar Invite: Add to calendar
Student Coordinator: Donald Gaffney (Vanderbilt University) (donald.r.gaffney@Vanderbilt.Edu)

Competitive Papers

The Happiness with Withholding Happiness
Authors: Bowen Ruan (University of Iowa), Linzhi Yu (Fudan University), Bingyan Hu (Mississippi State University)
Presenting Author: Linzhi Yu (Fudan University)
When a positive personal event happens (e.g., getting a dream job), most people share it with others immediately. However, three studies find that people derive more happiness from a positive event if they delay sharing it with others than if they share it immediately, and the increased happiness associated with delayed disclosure is due to an intensified desire to disclose the positive event. The findings provide a simple and costless strategy that can boost happiness.
Waste Not, Wait a Lot: Consumers delay consumption of high-cost products to reduce feelings of wastefulness
Authors: Tyler MacDonald (Questrom School of Business, Boston University), Jesse Walker (Fisher College of Business, Ohio State University)
Presenting Author: Tyler MacDonald (Questrom School of Business, Boston University)
Previous research has demonstrated that higher sunk costs elicit greater immediate consumption from consumers. However, we identify conditions under which this finding is reversed. In 5 studies we demonstrate that when consumers have flexibility to choose when they consume a product, higher sunk costs will lead them to delay consumption, often to a time in the future that is psychologically commensurate with that cost. By delaying consumption of a high cost product to a moment in the future that feels worthier, consumers can reassign the cost of the product to a more commensurate mental account, thereby reducing feelings of waste.
Feeling Moved
Authors: Ji XIONG (Southwestern University of Finance and Economics), Leonard Lee (National University of Singapore), Yih Hwai Lee (National University of Singapore)
Presenting Author: Ji XIONG (Southwestern University of Finance and Economics)
We build upon literature from philosophy and psychology to offer a conceptual framework towards understanding the key antecedents and consequences of the feeling of being moved. We propose that feeling moved is a unique emotion associated with a transcendent value(s) that is personally important. Furthermore, marketing communications such as advertisements that elicit the feeling of being moved can increase brand attitude by highlighting transcendent value(s) of personal importance in target consumers. Six studies were conducted and provided support to our proposed framework.
Emotionally Numb: Expertise Dulls Consumer Experience
Authors: Matthew Rocklage (University of Massachusetts-Boston), Derek Rucker (Northwestern University), Loran Nordgren (Northwestern University)
Presenting Author: Matthew Rocklage (University of Massachusetts-Boston)
Consumers pursue expertise in domains they love. Moreover, expertise helps consumers to be more effective and efficient in these domains. Yet, might expertise carry a cost for the very feelings consumers chase? Across more than 700,000 consumers and 6 million observations, we find that as consumers gain expertise in a hedonic domain, they have less intense emotion in response to their experiences. This occurs across cross-sectional real-world data, in-lab experiments, and longitudinal field studies. This numbness is due to the knowledge that experts use to analyze and dissect objects. Thus, though often helpful, expertise can come with a hedonic cost.

Flash Talks

Betting on Myself: Awe-induced Diminished Self-Size Reduces Financial Risk-taking
Authors: Srinwanti Chaudhury (University of Pittsburgh), Nitika Garg (University of New South Wales), Zixi Jiang (University of New South Wales)
Presenting Author: Srinwanti Chaudhury (University of Pittsburgh)
Of the several factors that can encourage financially risky decision making, emotions are important contributors. Can emotions however, also nudge people to not engage in financially risky behaviors such as gambling and betting? Here, we hypothesize and demonstrate a paradoxical phenomenon, whereby feeling small yet uplifted (termed as the ‘positive self-diminishment effect’) can reduce financial risk-taking without affecting perceptions of financial constraint, financial self-efficacy, desire for money, or loss aversion. Specifically, we investigate awe as an antecedent of positive self-diminishment and examine its effect on financial risk-taking. Over five studies with diverse populations, different emotion manipulations, and varied risk-taking contexts, awe (versus other discrete positive conditions) reduces pursuit of risky decisions via self-diminishment. Reducing the propensity to take financial risks has important implications for individuals as well as for broader societal structure.
Facial Mimicry of Textual Paralanguage
Authors: Andrea Luangrath (University of Iowa), Bryce Pyrah (University of Iowa)
Presenting Author: Bryce Pyrah (University of Iowa)
This research investigates whether consumers mimic facial expressions from nonverbal cues in text. Specifically, we examine facial mimicry of human faces and emojis. We collected video recordings of participants’ faces after exposure to facial stimuli and processed the recordings using Emotient, an automated facial expression encoding software. Results demonstrate that facial mimicry is significantly related to stated emotional contagion. In response to a smiling emoji, participants who appeared more joyful also reported feeling the expressed emotion. Interestingly, participants who expressed a Duchenne smile, a smile with both the mouth and eyes, were most likely to experience emotional contagion from emojis.


Potential Application(s) of Advanced Neuroscientific Methods (fMRI-MRS Coupling) in Marketing Research
Authors: Mehdi Hossain (University of Rhode Island), Priscilla Peña (University of Rhode Island), Fahmeed Hyder (Yale)
Presenting Author: Priscilla Peña (University of Rhode Island)
There is a call for an increase in clarity, direction, ethics, and acceptance of neuromarketing . The coupling of fMRI and MRS can answer the call. This method provides deeper views into the electromagnetic and metabolic methods of neuroscience and offers a more concrete, as opposed to abstract view, for neuromarketing. In this paper, the authors address and provide direction for: 1. Overcoming the lack of mixed methods in the field, 2. Introduction of a new technique to neuromarketing, and 3. Conducting research with the consumer’s welfare as the top priority.

Quantity Discount Aggravates Consumers’ Lonely Feelings
Authors: Xueqi Bao (INSEAD), Babu Gounder (INSEAD), Stephanie Lin (INSEAD)
Presenting Author: Xueqi Bao (INSEAD)
Quantity discounts are a popular promotion tactic to attract consumers (e.g., buy-one-get-one-free [BOGO] promotions). Our research found an unexpected consequence of quantity discounts: they can aggravate consumers’ lonely feelings. Two studies show that participants who are in a lonely state felt lonelier after seeing a BOGO ad than a control ad, but this was not the case for those in a connected state. This led lonely participants to like the ad less. The findings contribute to the promotion and loneliness literatures and have practical implications for marketers.
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