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

Jiewen Hong, Angela Yuk-Kei Lee

Research output: Contribution to journalArticle

Abstract

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.
Original languageEnglish (US)
JournalAdvances in Consumer Research
StatePublished - 2011

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