The Downstream Consequences of Incidental Emotions and Preference Inconsistent Information

Consumers are constantly exposed to information, which sometimes conflicts with current preferences. Research has shown that consumers typically resist preference-inconsistent information (e.g., Kunda 1990; Chen and Chaiken 1999) by discounting, ignoring, or selectively processing it in a way that reinforces pre-existing beliefs (e.g., Jain and Maheswaran 2000). Recent research has also highlighted the importance of consumers’ affective state, showing that emotions with differing valence and agency can influence decision making after exposure to preference consistent versus inconsistent information (Agrawal, Han, and Duhachek 2012). The purpose of the present research is to tie together research on preference inconsistent information and emotional appraisals to explore the downstream consequences of emotions and appraisal (in)consistent messaging, specifically in terms of self-control. We employ the appraisal-tendency framework (e.g., Lerner and Keltner 2000; 2001; Lerner and Tie dens 2006) and self-affirmation theory (Sherman and Cohen 2006) to show that emotions of the same valence (e.g., shame and anger) can have different effects on self-control following confrontation with either preference consistent or inconsistent information.