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EMAC 2024 Annual


Feeling Mixed, Choosing Mild? Mixed Emotions Increase Preferences for Low-Arousal Products in Online Product-Recommendation Settings
(A2024-119681)

Published: May 28, 2024

AUTHORS

Jana-Verena Gerhart, Johannes Gutenberg University Mainz; Oliver Emrich, Johannes Gutenberg-Universität Mainz

ABSTRACT

Companies may personalize offerings based on consumer emotions as input factors. Three pre-registered experiments provide evidence that mixed emotions (compared with positive and negative emotions) evoke preferences for low-arousal products. Notably, this effect is enhanced by contrast framing (i.e., the inclusion of a high-arousal product) in a recommendation set. Thus, considering consumer emotions in the design of product recommendations can improve effectiveness. Theoretically, this research contributes to literature of affect as information (Schwarz & Clore, 1983, 2003) and mixed emotions (Larsen, McGraw, and Cacioppo 2001), showing that mixed emotions give rise to distinct product preferences that deviate from positive and negative emotions. Insights were gained using a research-derived composition concept, in which a set of novel music stimuli was composed, recorded, and tested for inducing positive, negative, or mixed emotional impulses in the experiments.