Managing Mixed Emotions: the Role of Biculturalism

This research investigates how differences in exposure to acculturation experiences and feelings of conflictedness about their cultural duality relate to biculturals’ responses to mixed emotional experiences. Three experiments reveal that mixed emotions are associated with greater discomfort for biculturals who feel more conflicted about cultural duality and for those with limited acculturation exposure. Among biculturals with greater feelings of conflictedness and more limited acculturation exposure, coping frames lower their negative evaluation of a mixed emotional message. This is the case because coping frames help these biculturals resolve the discomfort with mixed emotions. Findings are related to research on cultural psychology and emotions.


Thomas Kramer, Loraine Lau-Gesk, and Chi-yue Chiu (2008) ,"Managing Mixed Emotions: the Role of Biculturalism", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 112-116.


Thomas Kramer, Baruch College
Loraine Lau-Gesk, University of California, Irvine
Chi-yue Chiu, University of Illinois, Urbana-Champaign


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Emotional Volatility and Cultural Success

Jonah Berger, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA

Read More


Trust in Doubt: Co-Chair's Invited Panel

Adam Berinsky, Massachusetts Institute of Technology, USA
John Gray,
Andre Spicer, City University of London, UK

Read More


Exploring the Intersection of Digital Virtual Consumption and Family Rituals

Linda Tuncay Zayer, Loyola University Chicago, USA
Jenna Drenten, Loyola University Chicago, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.