Finding Meaning in Mixed Affective Experiences

We examine mixed affective experiences that consumers approach rather than avoid. Two studies show that mixed experiences are not only enjoyable but can lead to more enjoyment than pure positive experiences. This is because consumers derive more meaning from the mixed experience vis-à-vis pure positive experiences.


Sayantani Mukherjee, Thomas Kramer, and Loraine Lau-Gesk (2012) ,"Finding Meaning in Mixed Affective Experiences", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 276-289.


Sayantani Mukherjee, California State University Long Beach, USA
Thomas Kramer, University of South Carolina, USA
Loraine Lau-Gesk, University of California Irvine, USA


NA - Advances in Consumer Research Volume 40 | 2012

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