Recalling Mixed Emotions: How Did I Feel Again?

Abstract

n three longitudinal experiments, conducted both in the field and lab, we investigate the recollection of mixed emotions. Results demonstrate that mixed emotions are generally underreported at the time of recall, an effect which appears to grow over time and does not occur to the same degree with unipolar emotions. Importantly, the decline in memory of mixed emotions is: (a) not explained by differential importance levels across the distinct types of emotion experiences, and (b) distinct from the pattern found for the memory of negative emotions. These results imply that recall difficulty is diagnostic of the complexity of mixed emotions rather than of any association with negative affect. Finally, we show that one reason for these effects is the felt conflict which arises when experiencing mixed (vs. unipolar) emotions. Implications for consumer memory and behavior are discussed.