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

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Date Posted: 15 June 2018

This document has been peer reviewed.