Choosing With Crying Smiles and Laughing Tears: the Dual Effects of Mixed Emotions on Variety Seeking

This research examines the dual effects of mixed emotions on consumer variety seeking. Three experiments provide evidence that when people engage in affect regulation to reduce the conflicted feeling from mixed emotions, they seek less variety; however, people seek more variety when their focus is on the informational value of mixed emotions instead.



Citation:

Jiewen Hong and Angela Y. Lee (2011) ,"Choosing With Crying Smiles and Laughing Tears: the Dual Effects of Mixed Emotions on Variety Seeking", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Jiewen Hong, HKUST, China
Angela Y. Lee, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging

Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada

Read More

Featured

Trusting the data, the self and “the other” in self tracking practices

Dorthe Brogård Kristensen, University of Southern Denmark, Denmark

Read More

Featured

C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?

Chen Wang, Drexel University, 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.