The Effect of Mixed Emotions in Advertising: The Moderating Role of Discomfort with Ambiguity

Cross-Cultural Buyer Behavior

ISBN: 978-0-7623-1412-6, eISBN: 978-1-84950-485-0

ISSN: 1474-7979

Publication date: 2 May 2007

Abstract

The purpose of this research is to study the moderating role of the personality trait Discomfort With Ambiguity (DWA) on the processing of mixed emotions in advertising. Two experiments were conducted. In the first experiment, the emotions between the medium context and the embedded advertisement were mixed. In the second experiment, the emotions in an advertisement were mixed by manipulating emotions in the text and picture. Results indicate that DWA, being a proxy for how well people are able to deal with mixed emotions, has a moderating effect on advertising processing. Individuals having a high DWA appear to respond less positively to mixed emotions.

Citation

Janssens, W., De Pelsmacker, P. and Weverbergh, M. (2007), "The Effect of Mixed Emotions in Advertising: The Moderating Role of Discomfort with Ambiguity", Taylor, C. and Lee, D. (Ed.) Cross-Cultural Buyer Behavior (Advances in International Marketing, Vol. 18), Emerald Group Publishing Limited, Bingley, pp. 63-92. https://doi.org/10.1016/S1474-7979(06)18003-5

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Publisher

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Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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