When Guilt Begets Pleasure: The Positive Effect of a Negative Emotion

  title={When Guilt Begets Pleasure: The Positive Effect of a Negative Emotion},
  author={Kelly Goldsmith and Eunice Kim Cho and Ravi K. Dhar},
  journal={Journal of Marketing Research},
  pages={872 - 881}
Understanding how emotions can affect pleasure has important implications both for people and for firms’ communication strategies. Prior research has shown that experienced pleasure often assimilates to the valence of one's active emotions, such that negative emotions decrease pleasure. In contrast, the authors demonstrate that the activation of guilt, a negative emotion, enhances the pleasure experienced from hedonic consumption. The authors show that this effect occurs because of a cognitive… 
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