Motivation and Emotion, Vol. 28, No. 1, March 2004 ( C  2004) Sadness as Pleasure-Seeking Prime and Anxiety as Attentiveness Prime: The “Different Affect–Different Effect” (DADE) Model Rajagopal Raghunathan 1,3 and Kim P. Corfman 2 According to popular interpretations of both the mood repair and affect-as- information theories, affective states of the same valence should have equiva- lent influences on behavior. We propose, instead, the Different Affect–Different Effect (DADE) model. Building on cognitive and psychoevolutionary theories of affect, we predict that while sadness leads to seeking pleasurable stimuli (con- sistent with mood repair predictions), anxiety leads to becoming more attentive (consistent with affect-as-information predictions). These predictions are tested using consumption stimuli and, across two experiments, results were consistent with our hypotheses. This research helps resolve apparent discrepancies among our findings and those found in previous mood repair and affect-as-information literatures. Specifically, we suggest that in previous demonstrations of mood repair through seeking pleasurable stimuli, the mood-state in question was most closely related to that of sadness. Likewise, we argue that in previous demonstrations of sadness leading to greater attentiveness, the procedure used to evoke sadness is also likely to have evoked anxiety. KEY WORDS: anxiety; sadness; mood-management; affect-as-information; mood-as-a-resource; consumer decision making. Research over the last two decades has improved our understanding of the various ways in which affect (moods and emotions) influence consumption behavior. We now know, for instance, that positive moods encourage variety seeking among safe and enjoyable products (e.g., Kahn & Isen, 1993), that negative moods lead to increased shopping (Kacen, 1994), and that both positive and negative moods are used as information in evaluating products and people (Gorn, Goldberg, & Basu, 1 Red Mccombs School of Business, The University of Texas at Austin, Austin, Texas. 2 New York University, New York. 3 Address all correspondence to Raj Raghunathan, CBA 7.232, Red Mccombs School of Business, The University of Texas at Austin, Austin, Texas 78712; e-mail: raj.raghunathan@mccombs.utexas.edu. 23 0146-7239/04/0300-0023/0 C  2004 Plenum Publishing Corporation