Marketing Papers
Document Type
Technical Report
Date of this Version
3-2002
Publication Source
Journal of Consumer Research
Volume
28
Issue
4
Start Page
636
Last Page
649
DOI
10.1086/338206
Abstract
This research sheds insight on the psychological impact of mixed emotions on attitudes. In three experiments, we show that persuasion appeals that highlight conflicting emotions (e.g., both happiness and sadness) lead to less favorable attitudes for individuals with a lower propensity to accept duality (e.g., Anglo Americans, younger adults) relative to those with a higher propensity (e.g., Asian Americans, older adults). The effect appears to be due to increased levels of felt discomfort that arise for those with a lower, but not higher, propensity to accept duality when exposed to mixed emotional appeals. Theoretical implications regarding boundary conditions of emotional dissonance and distinctions between emotional and cognitive dissonance are discussed.
Copyright/Permission Statement
This is a pre-copyedited, author-produced PDF of an article accepted for publication in the Journal of Consumer Research following peer review. The version of record [Williams, P. & Aaker, J.L. (2002). Can Mixed Emotions Peacefully Coexist? Journal of Consumer Research 28, no. 4: pp. 636-649] is available online at: http://dx.doi.org/10.1086/338206.
Keywords
advertising, affect/emotions/mood, attitudes, cross-cultural research, persuasion
Recommended Citation
Williams, P., & Aaker, J. L. (2002). Can Mixed Emotions Peacefully Co-Exist?. Journal of Consumer Research, 28 (4), 636-649. http://dx.doi.org/10.1086/338206
Included in
Cognition and Perception Commons, Cognitive Psychology Commons, Comparative Psychology Commons, Marketing Commons
Date Posted: 15 June 2018
This document has been peer reviewed.