TY  - SER
AU  - Labroo Aparna A
TI  - Orientation Matching Hypothesis: An Emotion Specificity Approach to Affect Regulation
PY  - 0000///0
CY  - 
PB  - October 2010
KW  - Emotion, Affect Regulation, Motivation, Matching Effects, Advertising
N2  - This article proposes that merely considering outcomes associated with a positive approach emotion (e.g., happiness) can regulate negative emotions that evoke an approach orientation (e.g., sadness, anger). In contrast, outcomes associated with a positive avoidance emotion (e.g., calmness) best regulate negative emotions that evoke an avoidance orientation (e.g., anxiety, embarrassment). Although such orientation-matched (versus mismatched) positive outcomes might not address the problem that caused the negative emotion, they automatically signal a reduced need for affect regulation specific to the evoked orientation. Thus, orientation matching results in emotional benefit, increases preferences toward matched outcomes, and frees resources for subsequent tasks
UR  - http://192.168.6.13/libsuite/mm_files/Articles/AR11723.pdf
ER  -