The Orientation-Matching Hypothesis: An Emotion-Specificity Approach to Affect Regulation

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.

• 저널Journal of Marketing Research · 47(5) · 955–966
• 토픽Mental Health Research Topics · Experimental and Cognitive Psychology
• DOI10.1509/jmkr.47.5.955
• 저자Aparna A. Labroo, Derek D. Rucker