Choosing With Crying Smiles and Laughing Tears: the Dual Effects of Mixed Emotions on Variety Seeking

Jiewen Hong, HKUST, China
Angela Y. Lee, Northwestern University, USA
This research examines the dual effects of mixed emotions on consumer variety seeking. Three experiments provide evidence that when people engage in affect regulation to reduce the conflicted feeling from mixed emotions, they seek less variety; however, people seek more variety when their focus is on the informational value of mixed emotions instead.
[ to cite ]:
Jiewen Hong and Angela Y. Lee (2011) ,"Choosing With Crying Smiles and Laughing Tears: the Dual Effects of Mixed Emotions on Variety Seeking", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.