A Good Cry Or a Gratifying Revenge? Desired Mixed Emotional Experience in Movie Consumption Across Cultures

Prior research suggests that content with mixed emotions appeals to collectivists, but not individualists. In contrast, the current research suggests that both individualists and collectivists desire movies with mixed emotional themes, as long as the mixed emotions align with their cultural values.



Citation:

Aaron J. Barnes, Jie(Doreen) Shen, Jennifer L Stoner, and Carlos Torelli (2020) ,"A Good Cry Or a Gratifying Revenge? Desired Mixed Emotional Experience in Movie Consumption Across Cultures", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1233-1233.

Authors

Aaron J. Barnes, University of Louisville
Jie(Doreen) Shen, University of Illinois at Urbana-Champaign, USA
Jennifer L Stoner, University of North Dakota, USA
Carlos Torelli, University of Illinois at Urbana-Champaign, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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