Recalling Mixed Emotions

35 Pages Posted: 14 Jan 2008

See all articles by Jennifer Aaker

Jennifer Aaker

Stanford University - Graduate School of Business

Aimee Drolet

University of California, Los Angeles (UCLA) - Marketing Area

Dale W. Griffin

University of British Columbia (UBC) - Division of Marketing

Abstract

In two longitudinal experiments, conducted both in the field and lab, we investigate the recollection of mixed emotions. Results demonstrate that the intensity of mixed emotions are generally underestimated at the time of recall - an effect which appears to increase over time and does not occur to the same degree with unipolar emotions. Importantly, the decline in memory of mixed emotions is distinct from the pattern found for the 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, these effects appear to be driven by felt conflict which arises when experiencing mixed (vs. unipolar) emotions. Implications for consumer memory and behavior are discussed.

Keywords: Emotions, Mixed Emotions, Memory

Suggested Citation

Aaker, Jennifer Lynn and Drolet, Aimee and Griffin, Dale W., Recalling Mixed Emotions. Journal of Consumer Research, Forthcoming. Available at SSRN: https://ssrn.com/abstract=1081736

Jennifer Lynn Aaker (Contact Author)

Stanford University - Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

Aimee Drolet

University of California, Los Angeles (UCLA) - Marketing Area ( email )

110 Westwood Plaza, Gold Hall 406
UCLA Anderson School
Los Angeles, CA 90095-1481
United States
310-206-4278 (Phone)
310-206-7422 (Fax)

Dale W. Griffin

University of British Columbia (UBC) - Division of Marketing ( email )

Canada

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