8P Displays of Sadness Or Aggression During Positive Emotional Experiences Alter Consumers' Assumptions About Product Experiences and Characteristics

Sometimes happiness is displayed with smiles, but sometimes it is also displayed with expressions that look like sadness or aggression, called dimorphous expressions. Dimorphous expressions effectively communicate unique signals about expressers’ motivations. This study demonstrates that experimentally manipulated dimorphous expressions alter consumers’ expectations of product characteristics and experiences.



Citation:

Denny Huynh and Oriana Rachel Aragón (2019) ,"8P Displays of Sadness Or Aggression During Positive Emotional Experiences Alter Consumers' Assumptions About Product Experiences and Characteristics", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 974-974.

Authors

Denny Huynh, Clemson University, USA
Oriana Rachel Aragón, Clemson University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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