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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: