Labroo, Aparna A.; Mukhopadhyay, Anirban - In: Journal of Consumer Research 36 (2009) 2, pp. 242-242
Across six studies, we demonstrate that consumers have beliefs pertaining to the transience of emotion, which, along with their current feelings, determine the extent to which they regulate their immediate affect. If consumers believe that emotion is fleeting, those feeling happy (vs. unhappy)...
