- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
The Effect of Ambient Sadness on Hedonic Choice
The Effect of Ambient Sadness on Hedonic Choice
Oyunbileg, Tamir (Dept. of Business Administration, Chonbuk National University)
Tsogtbayar, Naranzul (Dept. of Business Administration, Chonbuk National University)
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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