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This chapter looks into unpleasant affective states, or rather “dreaded emotions,” in leadership. Specifically, the adaptive roles and functions of fear, anger, and sadness are reviewed and discussed in a leadership context.

The social functions of fear, anger, and sadness are first presented. Following each emotion, the target of emotional expression – both other-directed (i.e., targeting followers and/or emotion-eliciting events) and self-directed (i.e., targeting leader) – is further discussed.

A symmetrical assumption has emerged over recent years that positive emotions result in positive outcomes and negative emotions lead to negative outcomes. In practice, the realities of organizational life and leader–follower interactions do not reflect such a neat juxtaposition. Positively valenced emotions can yield negative outcomes, and negatively valenced emotions can bring about positive outcomes.

Unpleasant emotions – fear and sadness, in particular – remain understudied in organizational and leadership literature, even though leaders experience these emotions just like the rest of us. This review offers ideas, through the combination of psychological and leadership research, on how social functions of dreaded emotions, including fear, anger, and sadness, can yield desirable leadership outcomes.

This chapter provides a review on unpleasant emotions (i.e., fear, anger, and sadness) that are rarely discussed and underresearched in leadership literature.

Purpose: This introduction sets the stage for the book theme, “Emotions and Negativity,” by reviewing the early work on negative emotions and by discussing the impact of the COVID pandemic on people’s moods and emotions. It discusses how most of the chapters in this book were first presented as conference papers at the Twelfth International Conference on Emotions and Worklife (“Emonet XII”). It then highlights the key contributions from each of the chapters. Study Design/Methodology/Approach: This gives an overview of the organizational structure of the book and explains the four major parts of the book. It then relates each chapter to the theme of each part and discusses the key contributions of each chapter. Findings: The introduction concludes by observing that the chapters offer a variety of practical solutions to negative emotions that should be of use to both practitioners and academicians. Originality/Value: The chapters investigate underresearched topics, and thus make original and important new contributions. Although underresearched, the topics they explore have a major impact on people’s lives. Thus, these chapters add considerable value to the field.

By adopting a managerial perspective, this study aims to deepen how the strategic role of brand voice is conceived in the design of in-car name-brand voice assistants (NBVAs), how the brand experience based on NBVAs is designed and how the NBVA brand experience might influence customer brand engagement (CBE). The ultimate aim is to develop an interpretative theoretical framework for developing voice-based branding through NBVAs.

A qualitative research approach with the analysis of a single in-depth case study is followed: the NBVA developed in-house by Mercedes, which was the first NBVA launched in the automotive market.

In the design of the NBVA, a key role was assigned to the brand voice in developing the brand’s anthropomorphic profile. Driving safety, consistency with the corporate identity, human-like interaction, dynamic personalisation and connectivity emerged as the strategic criteria for designing the NBVA brand experience, which was oriented towards the pursuit of multiple CBE dimensions.

Although the qualitative empirical contribution of this study differs from statistical generalisations, the research insights are analytically generalisable. The insights emerging from the study could guide future research on voice-based branding.

The results may be a useful conceptual reference for managers involved in designing brand voice and brand experience based on NBVAs.

This study is the first empirical contribution to the marketing literature about voice-based branding in an innovative experiential field, a topic that, thus, far has been poorly analysed.