“I Couldn’T Help But to Cry!” “I Couldn’T Help But to Yell “Yes!”” Dimorphous Expressions Inform Consumers of Users’ Motivational Orientations

Oriana Aragón, Yale University, USA
Sometimes happiness is displayed not only with smiles but also with tears or aggressive shouts. These dimorphous expressions (i.e. happiness + sadness and happiness + aggression) send unique signals about expressers’ motivational orientations. Here experimentally manipulated depicted users’ expressions alter judgments about users’ motivational orientations, product preferences, and product values.
[ to cite ]:
Oriana Aragón (2016) ,"“I Couldn’T Help But to Cry!” “I Couldn’T Help But to Yell “Yes!”” Dimorphous Expressions Inform Consumers of Users’ Motivational Orientations", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 384-385.