When More Than One Negative Emotion Is Elicited: How Suppressing Or Expressing One Allows the Other to Raise Its Ugly Head

Rashmi Adaval, Hong Kong University of Science and Technology, Hong Kong, China
Maria Galli, UPF, Spain
Suresh Ramanathan, Texas A&M University, USA
When advertising elicits more than one negative emotion, suppression of the more dominant one leads to its rebound thereby dampening the effect of the less-dominant emotion. However, the expression of this dominant emotion allows the less dominant one to raise its ugly head impacting judgments of unrelated targets later on.
[ to cite ]:
Rashmi Adaval, Maria Galli, and Suresh Ramanathan (2013) ,"When More Than One Negative Emotion Is Elicited: How Suppressing Or Expressing One Allows the Other to Raise Its Ugly Head", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.