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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.

This paper aims to explore the power of appeals based on fear mixed with challenge co-designed with vulnerable consumers in motivating the use of credence services.

A qualitative phase (Study 1), comprising focus groups of self-identified at-risk gamblers, revealed a series of conceptual themes for advertising stimuli that were then tested empirically (Study 2) on the likelihood to use credence services in a gambling context. Individual characteristics such as tolerance of ambiguity were also tested for their potential moderating influence.

In comparison to appeals based on single emotions, fear mixed with the challenge has a significantly stronger impact on intentions to use credence services in at-risk gamblers. Findings confirm the indirect positive impact of fear mixed with the challenge via sequential mediators of involvement with advertising and attitude towards credence service advertising. The moderating role of tolerance of ambiguity on credence service use intentions was confirmed.

The potential of a fear mixed with challenge appeal to motivate vulnerable consumers to seek credence services has not been investigated to date. The findings contribute to both the transformative service research and advertising literature streams by providing valuable insights into promotional campaigns aimed at vulnerable consumers such as at-risk gamblers.

The concepts of luxury and pro-environment may be viewed as being in contradiction with each other. Consequently, it is unclear how to promote pro-environmental luxury brands. The present research seeks to develop effective advertising strategies for pro-environmental luxury brands by employing mixed emotional appeals.

Two experimental studies were conducted to test two hypotheses. Study 1 examines the effects of mixed emotions (happiness and sadness vs. happiness alone) on intentions to purchase a pro-environmental luxury product. Study 2 replicates the findings of Study 1 using a different product and extends it by establishing the underlying mechanism.

The results reveal that an advertisement featuring mixed emotions of happiness and sadness (vs. happiness alone) enhances intentions to purchase a pro-environmental luxury product. Further, the effect is mediated by cognitive flexibility.

The present research tests a novel perspective on how mixed emotional appeals can leverage the advertising effectiveness of pro-environmental luxury brands.

Mixed emotions (i.e. consumer ambivalence) play a central role in approach‐avoidance conflicts in retailing. In order to assess how consumer ambivalence impacts shopping behaviour, this paper seeks to conceptualize and investigate the multi‐dimensional antecedents of approach‐avoidance conflicts, experienced by shoppers in changing retail environments, and the importance of approach‐avoidance conflicts for consumers' decision to stay and complete their purchase in that particular shopping channel.

Using a cross‐country study, which compared online and offline consumers, the paper tested the influence of the situation, product, and reference group on shoppers' intentions; and identified how consumers' mixed emotions influenced approach‐avoidance conflicts in different retail settings.

Whereas some distinctions could be drawn between online and offline contexts when examining the impact of market‐related, product‐related and social factors on consumers' decision to shop (H1, H2, H3 and H4), no clear distinction could be drawn between online and offline channels in terms of mediating effects of mixed emotions (H5, H6 and H7). Mixed emotions (ambivalence) did mediate the impact of certain product‐related, market‐related and personal factors on consumers' intention to purchase.

Retailers need to reduce the impact of consumers' emotional responses to the retail setting where mixed emotions are likely to lead to consumers leaving the stores. For online shops, those retailers are successful who are able to induce behavioural reactions that make consumers return and explore the web site and not use it for search only.

Responding to calls for further research on mixed emotions and their consequences, the paper captures the complex impact of consumers' mixed emotions on approach‐avoidance conflicts, and thereby extends earlier work on consumer ambivalence.

This paper aims to examine, building upon affect balance theory, whether the two modes of luxury consumption, conspicuous consumption (CC) and style consumption (SC), trigger consumers’ mixed emotions of pleasure and guilt and whether the mixed emotions interactively as well as independently influence consumer loyalty to repurchase luxury.

Using an online survey and seemingly unrelated regressions (SUR) analysis, the authors test the hypotheses and assess the parallel (double) mediation effects of pleasure and guilt on the relationships between luxury consumption and repurchase intention.

The authors confirm the relationships between CC and pleasure (+), between SC and pleasure (+), between CC and guilt (+) and between SC and guilt (−); the independent effects of pleasure (+) and guilt (−) on repurchase intention (RI); and the interaction effect of pleasure and guilt on RI (+). The authors further demonstrate that both pleasure and guilt mediate the relationship between CC and RI, whereas only pleasure mediates the relationship between SC and RI.

Future researchers may consider possible mixed emotions other than pleasure and guilt and further explore the dynamics between mixed consumer emotions and consumer loyalty in diverse consumption contexts.

The authors suggest luxury marketers to reduce consumer guilt by promoting SC and by maximizing consumer pleasure, which will lead to greater repurchase intention.

Prior research focused on either the positive or negative side of consumer emotion. The authors fill in the research void by examining whether mixed emotions coexist in luxury consumption and how they interplay and influence consumer loyalty.

Information Systems research on emotions in relation to using technology largely holds essentialist assumptions about emotions, focuses on negative emotions and treats technology as a token or as a black box, which hinders an in-depth understanding of distinctions in the emotional experience of using artificial intelligence (AI) technology in context. This research focuses on understanding employees' emotional experiences of using an AI chatbot as a specific type of AI system that learns from how it is used and is conversational, displaying a social presence to users. The research questions how and why employees experience emotions when using an AI chatbot, and how these emotions impact its use.

An interpretive case study approach and an inductive analysis were adopted for this study. Data were collected through interviews, documents review and observation of use.

The study found that employee appraisals of chatbots were influenced by the form and functional design of the AI chatbot technology and its organisational and social context, resulting in a wider repertoire of appraisals and multiple emotions. In addition to positive and negative emotions, users experienced connection emotions. The findings show that the existence of multiple emotions can encourage continued use of an AI chatbot.

This research extends information systems literature on emotions by focusing on the lived experiences of employees in their actual use of an AI chatbot, while considering its characteristics and its organisational and social context. The findings inform the emerging literature on AI.

The purpose of this paper is to explore the emotions reported by a group of student teachers (STs) after viewing their own teaching videos and those of their peers, as well as the reasons for those emotions. It also investigated the perceived influence of the STs’ emotions on their learning from the videos.

The case study involved 12 STs, and was situated in the context of a science methods course on a postgraduate teaching diploma program. The emotions associated with watching different types of video materials were investigated using a variety of data-collection methods, including written surveys, student-generated metaphors, and interviews. The emotion labels/words (e.g. horrible, joyful) and metaphors the STs used to describe their video-viewing experience, as well as the reasons for their emotions, were analyzed. The perceived influence of the participants’ emotions on their learning from the different types of video material was also analyzed qualitatively.

The findings suggested that most of the STs experienced negative emotions when viewing their own videos, whereas all of them reported positive emotions when viewing their peers’ videos. Distinct groups of STs displaying similar emotions while viewing the different video materials were distinguished. Their characteristics and the reasons for their emotions were identified. Analysis of the perceived influence of emotions suggested that they exert differential influences on learning from video materials, with the negative emotions associated with viewing one’s own videos reported to hinder such learning in most cases.

This study represents one of the few attempts to investigate the emotions related to STs’ video-viewing experience. The case study problematizes the lack of attention to the emotions associated with ST’s video-viewing experience in existing scholarship and highlights the fact that research findings on in-service teachers’ emotions associated with viewing different types of video material might not be transferable to novice teachers. The identification of distinct groups of STs who experience particular emotions when viewing different types of video material, as well as the differing perceived influence of those emotions on their learning, has implications for the effective use of videos to enhance learning in initial teacher education.

This systematic review synthesizes the recent literature (2010–2020) on hospitality employees’ emotions, affect and moods. This study has three objectives: to clarify the definitions of emotions, affect and moods; to explain how theories are integrated into understanding hospitality employees’ emotions, affect and moods; and to assess how emotions, affect and moods are measured.

Using seven major databases, the authors selected 61 peer-reviewed academic journal articles published in hospitality outlets for review. We based our study on five stages of conducting a systematic review: scoping, planning, identification, screening and eligibility.

Affect is an umbrella term encompassing moods and emotions. Emotions are distinct from emotion-laden constructs, such as emotional labor and emotional intelligence. Theories on conservation of resources, emotional labor and social exchange have been most frequently used to understand hospitality employees’ emotions. However, they overlooked the dynamic nature of emotions when using these theories. Hospitality researchers often used a subset of the positive and negative affect scale and did not discuss back-translation.

Hospitality employees’ emotions lead to far-reaching consequences in attitudes, intentions and behaviors in work and non-work domains. Effective practices (e.g. creating a supportive climate) that help evoke positive employee emotions and reduce negative employee emotions are thus desirable.

Our findings crystallize the understanding of emotions, affect and moods of hospitality employees. We further provide a roadmap for future research on hospitality employees’ emotions. Data triangulation, cross-cultural research and mixed emotions are novel opportunities for future research.

Previous research has studied interactive value formation (IVF) using resource- or practice-based approaches but has neglected the role of emotions. This article aims to show how emotions are correlated in problematic social media interactions and explore their role in IVF.

By combining a text mining algorithm, nonparametric Spearman's rho and thematic qualitative analysis in an explanatory sequential mixed-method design, the authors (1) categorize customers' comments as positive, neutral or negative; (2) pinpoint peaks of negative comments; (3) classify problematic interactions as detrimental, contradictory or conflictual; (4) identify customers' main positive (joy, trust and surprise) and negative emotions (anger, dissatisfaction, disgust, fear and sadness) and (5) correlate these emotions.

Despite several problematic social interactions, the same pattern of emotions appears but with different intensities. Additionally, value co-creation, value no-creation and value co-destruction co-occur in a context of problematic social interactions (peak of negative comments).

This study provides new insights into the effect of customers' emotions during IVF by studying the links between positive and negative emotions and their effects on different sorts of problematic social interactions.

Following Darwin, Plutchik's psychoevolutionary theory defines emotions as adaptive reactions to stimuli. While his ‘stimulus’ stands as an unanalyzed psychological construct, he does explicate four existential problems of life ‐ territoriality, hierarchy, temporality, and identity ‐ each of which can present itself as positive or negative, as an opportunity or a problem. Plutchik's four existential problems can be generalized into Fiske's (1991) four elementary relations of the social life ‐ market pricing, authority ranking, communal sharing, and equality matching, respectively. A set of propositions is presented, according to which the predicted values of particular emotions are proportional to power functions of the products of pairs of social relations variables. With the measurement of just eight social relations variables, the general, formal, socioevolutionary theory makes it possible to predict the level of each of the eight primary emotions and of the 28 secondary emotions that are mixed pairs of primary emotions. The possibility that jealousy is a mix of three primary emotions ‐ fear, sadness, and surprise ‐ is discussed.