Examining Trade-Off Difficulty and Anticipatory Mixed Emotions in the Context of Corporate Social Responsibility

Corporate social responsibility is a relevant issue in today’s marketplace and influences consumers’ evaluations of a company and their subsequent purchasing behavior. Our research considers how the relevance and conflicting nature of information related to corporate social responsibility affects consumers. Using appraisal theory and emotional trade-off difficulty as a framework we investigate the differentiable effects attributable to relevance and information consistency on optimism and worry emotions, emotional ambivalence, and behavioral intentions. Results demonstrate that relevant conflicting information elicits co-occurring optimism and worry mixed emotions, causes emotional ambivalence, and leads to less favorable purchase intentions.


Colleen Bee and Robert Madrigal (2007) ,"Examining Trade-Off Difficulty and Anticipatory Mixed Emotions in the Context of Corporate Social Responsibility", 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: 271-272.


Colleen Bee, University of San Diego
Robert Madrigal, University of Oregon


E - European Advances in Consumer Research Volume 8 | 2007

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