| Abstract |
| This paper compared self-validation and regulatory focus between consumers who felt happy vs. sad prior to decision and explored the effects of self-validation on regulatory focus and information distortion. The results of empirical analysis are as follows. First, consumers who felt happy beforehand revealed larger self-validation and stronger promotion focus than those who felt sad in advance. Second, compared to sadness, just-felt happiness was found to have partially positive impact on promotion focus by means of self-validation and exercise entirely positive impact on information distortion through mediation of self-validation. This study has made theoretic contributions by identifying the differences in the extent of self-validation and promotion focus between happiness and sadness as ambient emotion felt prior to the impending decision making as well as by investigating the effects of self-validation upon information distortion. |
|
|
| Key Words |
| 행복감정, 정보왜곡, 규제초점, 슬픔감정, 자기타당화, Happiness, Information Distortion, Regulatory Focus, Sadness, Self-Validation |
|
|
 |
|
