Effects of Perspective-Taking on the Experience and Influence of Multiple Mixed Emotions

Iris W. Hung, National University of Singapore
Anirban Mukhopadhyay, Hong Kong University of Science and Technology, China
Mixed emotions may differ not only in valence, but also the extent to which they are hedonic vs. self-conscious. Four experiments examined the role of visual perspectives in the relative intensities of these mixed emotions, and their impact on effectiveness of emotion appeals of unrelated products that are subsequently encountered.
[ to cite ]:
Iris W. Hung and Anirban Mukhopadhyay (2011) ,"Effects of Perspective-Taking on the Experience and Influence of Multiple Mixed Emotions", 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.