The Public Heart: the Effect of Broadcasting on Emotional Intensity and Well-Being

Virginia Weber, University of Alberta, Canada
Sarah Moore, University of Alberta, Canada
Rhiannon MacDonnell, Cass Business School, City University London, UK
Jennifer Argo, University of Alberta, Canada
The current research examines how sharing positive emotions about brands online impacts the subsequent intensity of those emotions. Specifically, we demonstrate that sharing a brand-related emotion broadly on Facebook lowers the intensity of that emotion. Follow-up studies will manipulate broad versus narrow sharing in other online contexts.
[ to cite ]:
Virginia Weber, Sarah Moore, Rhiannon MacDonnell, and Jennifer Argo (2013) ,"The Public Heart: the Effect of Broadcasting on Emotional Intensity and Well-Being", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.