7-E: Emotional Cocktails: Mixed Emotions, Gratifications, and the Enjoyment of Various Types of Movie Genre

This research examines the role of mixed emotions in the enjoyment of entertainment experiences. The present study shows that a mix of co-occurring opposite-valence emotions predicts overall enjoyment for films across three genres (bittersweet, low-brow comedy, and suspense), mediated by genre-specific gratifications.



Citation:

Robert Madrigal, Colleen Bee, Brandon Reich, Troy Campbell, and Nathan Warren (2017) ,"7-E: Emotional Cocktails: Mixed Emotions, Gratifications, and the Enjoyment of Various Types of Movie Genre", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1047-1047.

Authors

Robert Madrigal, California State University at Chico, USA
Colleen Bee, Oregon State University, USA
Brandon Reich, University of Oregon, USA
Troy Campbell, University of Oregon, USA
Nathan Warren, University of Oregon, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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