Article ID Journal Published Year Pages File Type
882099 Journal of Consumer Psychology 2012 8 Pages PDF
Abstract

We make a distinction between primarily effort-based and skilled-based tasks and examine the correspondence between emotion and task. We reverse attribution theory results wherein failure to expend effort engenders regret and accomplishing tasks with skill engenders pride, and propose these emotions as antecedents to effort-based and skill-based behaviors. Specifically, pride (regret) produces higher self-efficacy, behavioral intentions and sign-ups when the task (CPR training) is portrayed as skill-intensive (effort-intensive) compared to effort-intensive (skill-intensive) or easy. Our research highlights the value of integrating an attributional analysis of tasks into an appraisal theory of emotions and suggests mechanisms that might underlie this relationship.

Related Topics
Social Sciences and Humanities Business, Management and Accounting Marketing
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