This research investigated motivational influences associated with age on responses to emotional advertisements. Experiment 1 showed increased liking and recall of emotional ads among older consumers and that time horizon perspective moderates these age-related differences. Experiment 2 revealed...

The majority of literature looking at self-control dilemmas has focused on short-term positive and long-term negative affective outcomes arising from indulgence. In two studies, we find evidence for more complex emotional responses after indulgent consumption. We show that consumers feel...

This research sheds insight on the psychological impact of mixed emotions on attitudes. In three experiments, we show that persuasion appeals that highlight conflicting emotions (e.g., both happiness and sadness) lead to less favorable attitudes for individuals with a lower propensity to accept...

This research examines the persuasive effect of emotional appeals on members of collectivist versus individualist cultures. The results of two experiments demonstrate that ego-focused (e.g., pride, happiness) versus other-focused (e.g., empathy, peacefulness) emotional appeals lead to more...

Individuals possess social identities that contain unique, identity-relevant attitudes, behaviors, and beliefs providing “what-to-do” information when enacting that identity. We suggest that social identities are also associated with specific discrete emotion profiles providing...