Suppressing feelings: A double‐edged sword to consumer judgment and choice

Consumers may suppress their feelings toward the attractive looks of products when they wish to minimize the influence of feelings on their judgments and choices. However, this research suggests that feeling suppression may result in a paradoxical reliance on feelings in product judgments and choices, especially when the product performance judgment is difficult to make. Findings from a series of experiments suggest that this paradoxical effect stems from the requisite resource input for feeling suppression and the consequent resource competition with functionality processing which then impairs product performance judgment.