Emotion regulation consumption: When feeling better is the aim

This research explored how individuals regulate their emotions by consuming products of a hedonic nature. We introduce a new construct to the consumer research literature, emotion regulation consumption (ERC), which involves the consumption or purchase of a good or service for the purposes of alleviating, repairing, or managing an emotion in the short term. Specifically, ERC processes were examined for four discrete emotions – sadness, amusement, contentment, and fear/anxiety. Additionally, this research demonstrates how an individual's ability to use internal cognitive control processes, or “emotion regulation strategies,” to manage emotions may differentially moderate the effects of emotions on hedonic consumption. Important theoretical and managerial implications are offered: Anytime that I am bummed, I order in the unhealthiest foods I can think of. I definitely use food as a crutch. I call it eating my feelings. (female, 23). Whenever I feel great, the first thing I want to do is play golf. It does not matter if I go play a full round somewhere or just get in some practice at the driving range…I just want to hit some golf balls. (male, 24).1 Copyright © 2011 John Wiley & Sons, Ltd.