The Effect of Ambient Sadness on Hedonic Choice

Choi,, N. , Oyunbileg,, T. , & Tsogtbayar,, N. (2015). The Effect of Ambient Sadness on Hedonic Choice. The Journal of Distribution Science, 13(3), 11-19, https://doi.org/https://doi.org/10.15722/jds.13.3.201503.11

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Abstract

Purpose - This study examines the strength of sadness and the belief it will last, as regards the effects of the degree of self-extension to the sad-evoking event on choice behavior related to self-control dilemmas. Research Design, Data, and Methodology - In an experiment involving high and low self-extension groups, 261 undergraduates answered self-administered questionnaires. The hypotheses were tested using AMOS 19.0 and path analysis. Results - The positive relationship between the degree of self-extension to the sad-evoking event and hedonic vs. utilitarian food choices was mediated by the belief that the sadness will last. There is a significant indirect path from the degree of self-extension (to the sad-evoking event) to the strength of the sadness, and to the belief that it will last with respect to hedonic vs. utilitarian food choices. Conclusions - These results show that beliefs about sad emotion transience depend on both the degree of self-extension to the sad-evoking event and the strength of sadness, and that the belief that sad emotions are transient makes sad people susceptible to temptation when facing self-control related dilemmas.

keywords: Emotion Transience Theory, Hedonic vs. Utilitarian Choice, Sadness, Self-Extension

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Article Contents

Vol.13 No.3

The Effect of Ambient Sadness on Hedonic Choice

Abstract

Reference

The Journal of Distribution Science