The idea that people might go out and indulge either to sooth themselves after a bad day or reward themselves after success is nothing new. However, there's a distinction between the two types of behavior. When feeling bad about something, people try to change how they feel. People feeling positive sometimes hold back to avoid losing a good feeling.?
A new working paper from?Francine Espinoza Petersen of the European School of Management and Technology takes a deeper look at the question, and finds that it's not just someone's emotional state alone that matters, but their level of certainty about their emotions.
It's an insight that makes a great deal of sense. When somebody is feeling bad (negative affect), they're more likely to indulge when uncertain, because they think they'll be able to change or improve how they feel. When somebody's in a particularly positive state (positive affect) on the other hand, they're more likely to indulge when certain about it, because there's less risk of killing a good mood with feelings of guilt or regret.?
The effect is actually very robust, as Petersen's graph shows:?
Here's the relationship between uncertainty and indulgence for people triggered to feel pride or sadness:?
Read the full paper here
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Source: http://www.businessinsider.com/the-psychology-behind-retail-therapy-2012-11
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