Recalling Mixed Emotions: How Did I Feel Again?

40 Pages Posted: 13 Feb 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

Date Written: 2007

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.

Suggested Citation

Aaker, Jennifer Lynn and Drolet, Aimee and Griffin, Dale W., Recalling Mixed Emotions: How Did I Feel Again? (2007). Available at SSRN: https://ssrn.com/abstract=1088126 or http://dx.doi.org/10.2139/ssrn.1088126

Jennifer Lynn Aaker

Stanford University - Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

Aimee Drolet (Contact Author)

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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