Recalling Mixed Emotions: Figure 1
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.
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Subjective methods for measuring mixed emotions may be subject to biases derived from memory.
“However, the limitation of subjective methods is that they may be subject to biases derived from memory19.”
From A Multimodal Dataset for Mixed Emotion Recognition (2024) · cites this paper as [19]
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Giving the Expectancy‐Value Model a Heart
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Are innovative consumers emotional and prestigiously sensitive to price?
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“Besides regulating emotional processing, the type or valence of situational emotions determines the motivational criterion when consumers are keen to experience emotional involvement (Aaker et al., 2008).”
BackgroundInfluentialThe persuasiveness of metaphor in advertising
Septianto, F., Pontes, N., & Tjiptono, F. (2021) · Psychology and Marketing · doi:10.1002/mar.21633 · Cited by 31 · see citing works
Raza‐Ullah, T., Bengtsson, M., & Gnyawalị, D. R. (2020) · Scandinavian Journal of Management · doi:10.1016/j.scaman.2020.101127 · Cited by 28 · see citing works
Ortega, B. H. (2019) · Journal of Business Research · doi:10.1016/j.jbusres.2019.08.026 · Cited by 27 · see citing works
“between immediate post-consumption emotions, which accurately reflect the original experience, and delayed emotions, which depend on memory and include distortions (Aaker et al., 2008; Chang et al., 2014; Xu & Schwartz, 2009).”
BackgroundThe Brand Personality Metaphor and Inter-product Stability of a Specific Barometer
Ambroise, L., & Valette‐Florence, P. (2010) · Recherche et Applications en Marketing (English Edition) · doi:10.1177/205157071002500201 · Cited by 27 · see citing works
The influence of aging on consumer decision‐making
Drolet, A. L., Jiang, L., Mohammad, A. P., & Davis, C. D. (2018) · Consumer Psychology Review · doi:10.1002/arcp.1046 · Cited by 28 · see citing works
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The Role of Emotions and Trust in Service Recovery in Business-to-Consumer Electronic Commerce
Chaparro-Peláez, J., Hernández-García, Á., & Urueña, A. (2014) · Journal of theoretical and applied electronic commerce research · doi:10.4067/s0718-18762015000200006 · Cited by 23 · see citing works
“Our findings are supported by evidence for the stability of the assessment of recalled unipolar emotions over time [3] and by the fact that on-line measures may be superior to retrospective measures for the approximation of objective experience, but retrospective measures derived from postcomplaint behavior, such as w…”
ResultSelling Painful Yet Pleasurable Service Offerings
Liu, S. Q., Mattila, A. S., & Bolton, L. E. (2018) · Journal of Service Research · doi:10.1177/1094670518770044 · Cited by 23 · see citing works
“When people simultaneously experience emotions of opposite valence, they enter into a conflicting psychological state (Aaker, Drolet, and Griffin 2008; Fong and Tiedens 2002; Levav and McGraw 2009), similar to the situation of cognitive dissonance or attitudinal ambivalence (Festinger 1957;…”
BackgroundNallaperuma, K., Septianto, F., & Bandyopadhyay, A. (2021) · Asia Pacific Journal of Marketing and Logistics · doi:10.1108/apjml-10-2020-0719 · Cited by 23 · see citing works
Inspiring, Yet Tiring: How Leader Emotional Complexity Shapes Follower Creativity
Stollberger, J., Guillaume, Y. R. F., & van Knippenberg, D. (2023) · Organization Science · doi:10.1287/orsc.2019.13152 · Cited by 25 · see citing works
Métaphore de la personnalité de la marque et stabilité inter-produits d'un baromètre spécifique
Ambroise, L., & Valette‐Florence, P. (2010) · Recherche et Applications en Marketing (French Edition) · doi:10.1177/076737011002500201 · Cited by 23 · see citing works
Every ending is a new beginning: Poignancy increases consumer preferences for self-made products
Septianto, F. (2020) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2020.11.004 · Cited by 23 · see citing works
Kim, B. (2017) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2017.1304607 · Cited by 21 · see citing works
“However, although most works on IS and SM have concentrated on the role of positive emotions such as happiness, love, and pleasure on forming post-adoption behaviors, users might experience emotions, sometimes called mixed emotions (Aaker, Drolet, & Griffin, 2008; , 2010).”
BackgroundIntersections Between Awe and the Sublime: A Preliminary Empirical Study
Clewis, R. R., Yaden, D. B., & Chirico, A. (2021) · Empirical Studies of the Arts · doi:10.1177/0276237421994694 · Cited by 21 · see citing works
Conflicted Emotions Following Trust-Based Interaction
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“, 1988), which was largely applied to measure positive and negative emotions (Aaker et al., 2008; Spencer-Rodgers et al., 2010; Moeller et al., 2018) because of its reliability and validity.”
BackgroundKööts‐Ausmees, L., Realo, A., & Allïk, J. (2011) · Journal of Individual Differences · doi:10.1027/1614-0001/a000061 · Cited by 17 · see citing works
“Further, Aaker, Drolet, and Griffin (2008) showed with two longitudinal studies that mixed emotion experiences are more difficult to recall accurately compared to unipolar emotion experiences: Over time, people remember mixed-emotion experiences as being less mixed – a memory decay effect that does not occur with unip…”
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Advertising on Mobile Apps Versus the Mobile Web
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Cultural Influences on Emotion: Established Patterns and Emerging Trends
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The influence of aging on preferences for sequences of mixed affective events
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Self-citationWinding paths: Ambivalence in consumers' buying processes
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The Impact of Negative Informal Information Before a Change on Performance: A Within-Person Approach
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The interactive effects of duality expertise and coping frames on responses to ambivalent messages
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“However, a growing body of evidence, supports the view that positivity and negativity are separable, so that individuals may experience both positive and negative emotions at the same time (Aaker et al., 2008; Bi et al., 2020; Larsen & McGraw, 2011; Larsen & Stastny, 2011; Zoppolat et al., 2022).”
BackgroundAre Multiple-Identity Holders More Creative? The Roles of Ambivalence and Mindfulness
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“Because mixed feelings are usually recognized as uncommon emotional experiences (Aaker et al., 2008), when mul-tiple-identity holders experience emotional ambivalence, they may interpret the environment as atypical and unusual (Fong, 2006) and therefore be more cautious and devote greater efforts.”
Nostalgic advertising: managing ambivalence to make it work
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Factor Structure of the “Top Ten” Positive Emotions of Barbara Fredrickson
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“This seems to account especially for complex and multidimensional emotions (Aaker et al., 2008) as awe (Chirico et al., 2017).”
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“Questions about the accuracy of memory recall is a common research concern (Aaker et al., 2008; Jenkins et al., 2002).”
BackgroundComparison of bipolar and bivariate measurements of liking and disliking percepts in novel products
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Relationship (breakup) reminders drive online advertising effectiveness
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The Virtue Blind Spot: Do Affective Forecasting Errors Undermine Virtuous Behavior?
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- Authors
- Aaker, J., Drolet, A., & Griffin, D.
- ORCID
- Drolet, Aimee
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2008-08
- Volume
- 35
- Issue
- 2
- Pages
- 268-278
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2252901078
- Semantic Scholar
- 54750858dd10045a419da97da6dfa7d5a0cb8d50
- Cited by
- 153
- References
- 50
- Citations by year
- 2026: 3 · 2025: 6 · 2024: 6 · 2023: 6 · 2022: 3 · 2021: 14 · 2020: 12 · 2019: 10 · 2018: 8 · 2017: 13 · 2016: 9 · 2015: 8 · 2014: 16 · 2013: 11 · 2012: 5
- FWCI
- 3.97
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Research (publishedVersion)
- Topics
- Life Sciences › Neuroscience › Cognitive Neuroscience › Memory Processes and Influences
- Social Sciences › Psychology › Social Psychology › Emotions and Moral Behavior
- Social Sciences › Psychology › Social Psychology › Nostalgia and Consumer Behavior
- Keywords
- mixed emotions, emotion recall, memory bias, emotional intensity, memory decay, negative emotions, relationship conflict
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