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Recalling Mixed Emotions

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  • Jennifer Aaker
  • Aimee Drolet
  • Dale Griffin

Abstract

In two longitudinal experiments, conducted both in the field and lab, we investigated the recollection of mixed emotions. Results demonstrated that the intensity of mixed emotions is generally underestimated at the time of recall-an effect that increases over time and does not occur to the same degree with unipolar emotions. Of note, the decline in memory of mixed emotions is distinct from the pattern found for memory of negative emotions, implying that the recall bias is diagnostic of the complexity of mixed emotions rather than of any association with negative affect. Finally, the memory decay effect was driven by the felt conflict aroused by the experience of mixed emotions. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Jennifer Aaker & Aimee Drolet & Dale Griffin, 2008. "Recalling Mixed Emotions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(2), pages 268-278, April.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:2:p:268-278
    DOI: 10.1086/588570
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    Cited by:

    1. Raza-Ullah, Tatbeeq & Bengtsson, Maria & Gnyawali, Devi R., 2020. "The nature, consequences, and management of emotions in interfirm paradoxical relationships—A conceptual framework," Scandinavian Journal of Management, Elsevier, vol. 36(4).
    2. Martin G. Kocher & Peter Martinsson & Kristian Ove R. Myrseth & Conny E. Wollbrant, 2017. "Strong, bold, and kind: self-control and cooperation in social dilemmas," Experimental Economics, Springer;Economic Science Association, vol. 20(1), pages 44-69, March.
    3. Quach, Sara & Septianto, Felix & Thaichon, Park & Chiew, Tung Moi, 2021. "Mixed emotional appeal enhances positive word-of-mouth: The moderating role of narrative person," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    4. Rothman, Naomi B., 2011. "Steering sheep: How expressed emotional ambivalence elicits dominance in interdependent decision making contexts," Organizational Behavior and Human Decision Processes, Elsevier, vol. 116(1), pages 66-82, September.
    5. Ursavas, Baris & Hesapci-Sanaktekin, Ozlem, 2013. "What happens when you're lost between happiness and sadness?," Journal of Business Research, Elsevier, vol. 66(7), pages 933-940.
    6. Baxendale, Shane & Macdonald, Emma K. & Wilson, Hugh N., 2015. "The Impact of Different Touchpoints on Brand Consideration," Journal of Retailing, Elsevier, vol. 91(2), pages 235-253.
    7. Schniter, Eric & Sheremeta, Roman M. & Shields, Timothy W., 2015. "Conflicted emotions following trust-based interaction," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 48-65.
    8. Nils Plambeck & Klaus Weber, 2009. "CEO Ambivalence and Responses to Strategic Issues," Organization Science, INFORMS, vol. 20(6), pages 993-1010, December.
    9. Cristofaro, Matteo, 2020. "“I feel and think, therefore I am”: An Affect-Cognitive Theory of management decisions," European Management Journal, Elsevier, vol. 38(2), pages 344-355.
    10. Raul Berrios & Peter Totterdell & Stephen Kellett, 2018. "When Feeling Mixed Can Be Meaningful: The Relation Between Mixed Emotions and Eudaimonic Well-Being," Journal of Happiness Studies, Springer, vol. 19(3), pages 841-861, March.
    11. Lee, Seunghwan & Kim, Yukyoum & Heere, Bob, 2018. "Sport team emotion: Conceptualization, scale development and validation," Sport Management Review, Elsevier, vol. 21(4), pages 363-376.
    12. Yan Li & Fiona Yao & David Ahlstrom, 2015. "The social dilemma of bribery in emerging economies: A dynamic model of emotion, social value, and institutional uncertainty," Asia Pacific Journal of Management, Springer, vol. 32(2), pages 311-334, June.
    13. de Hooge, Ilona E., 2014. "Predicting consumer behavior with two emotion appraisal dimensions: Emotion valence and agency in gift giving," International Journal of Research in Marketing, Elsevier, vol. 31(4), pages 380-394.
    14. Septianto, Felix, 2021. "Every ending is a new beginning: Poignancy increases consumer preferences for self-made products," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 732-748.
    15. Martinsson, Peter & Myrseth, Kristian Ove R. & Wollbrant, Conny, 2014. "Social dilemmas: When self-control benefits cooperation," Journal of Economic Psychology, Elsevier, vol. 45(C), pages 213-236.
    16. Xun (Irene) Huang & Zhongqiang (Tak) Huang & Robert S. Wyer, 2016. "Slowing Down in the Good Old Days: The Effect of Nostalgia on Consumer Patience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 372-387.
    17. Rothman, Naomi B. & Northcraft, Gregory B., 2015. "Unlocking integrative potential: Expressed emotional ambivalence and negotiation outcomes," Organizational Behavior and Human Decision Processes, Elsevier, vol. 126(C), pages 65-76.
    18. Xia Jiang & Jing Du & Jinfan Zhou & Yumeng Cui, 2020. "The Impact of Negative Informal Information Before a Change on Performance: A Within-Person Approach," IJERPH, MDPI, vol. 17(2), pages 1-13, January.

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