The Effect of Biculturalism on Responses to Mixed Emotional Experiences

We investigate how differences in exposure to acculturation experiences and feelings of conflictedness about their cultural duality relate to biculturals’ responses to mixed emotional experiences. We found that mixed emotional experiences are associated with greater discomfort for biculturals who feel more (vs. less) conflicted about their cultural duality and for those who have relatively limited acculturation exposure. Among biculturals with greater feelings of conflictedness and more limited acculturation, availability of coping frames significantly lowers their negative evaluation of a message that elicits mixed emotions. This is the case because coping frames help these biculturals resolve the discomfort with mixed emotions.


Thomas Kramer, Loraine Lau, and Chi-yue Chiu (2007) ,"The Effect of Biculturalism on Responses to Mixed Emotional Experiences", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 155-155.


Thomas Kramer, Baruch College, City University of New York; USA
Loraine Lau, University of California, Irvine; USA
Chi-yue Chiu, University of Illinois, Urbana-Champaign; USA


E - European Advances in Consumer Research Volume 8 | 2007

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