Emotions Shape Decisions through Construal Level: The Case of Guilt and Shame
Abstract
Four experiments show that emotions systematically influence judgments and persuasion by altering construal levels. Guilt-laden consumers, relative to those who were shame-laden, adopted lower levels of construal. In subsequent unrelated judgments, guilt increased reliance on feasibility over desirability attributes and emphasized secondary rather than primary features. Shame led to the opposite pattern. Guilt's tendency to draw...
Paper Details
Title
Emotions Shape Decisions through Construal Level: The Case of Guilt and Shame
Published Date
Dec 1, 2014
Journal
Volume
41
Issue
4
Pages
1047 - 1064
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