Eduardo B. Andrade
Eduardo B. Andrade is a researcher and first author of the 2007 paper on the consumption of negative feelings, written with Joel Cohen.
Who they are
Andrade is the first author of a Journal of Consumer Research paper reporting four studies of consumers with approach or avoidance tendencies toward horror movies. Participants reported their feelings before or after watching one.
The authors argued that the coactivation of positive and negative feelings, together with a protective frame, which is a feeling of detachment, gives a more economical account of horror consumption than other explanations.
Key papers
Andrade, E. B. and Cohen, J. B. (2007), Journal of Consumer Research 34(3), 283-300.
Key ideas
Positive and negative feelings can be active at the same time.
A protective frame of detachment lets negative feelings be enjoyed.
Sources
- Andrade, E. B. and Cohen, J. B. (2007), Journal of Consumer Research 34(3), 283-300.