Moderating Role of Valence Sequence in the Mixed Affective Appeals

The present study determined how individuals with different cultural orientations process and respond to mixed emotional stimuli with different valence sequence. Overall the results confirmed the previous findings that suggest the existence of the effect of culture on mixed emotional responses. In addition to these findings, while for independent respondents valence sequence in the mixed emotional appeal made no difference on overall attitudes, interdependent respondents were more in favor of the "sad followed by happy" mixed appeal. They also reported higher felt discomfort towards the declining then the increasing mixed emotional appeal, but this attitudinal difference could not be explained by the level of discomfort they experienced. However, mediation analyses and Sobel test results provided support for the premise that feelings of discomfort mediate the relationship between culture, valence sequence and the attitudes only in the declining mixed emotional appeal and for independent respondents.

Citation:

Ozlem Hesapci Sanaktekin (2007) ,"Moderating Role of Valence Sequence in the Mixed Affective Appeals", 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: 150-154.