Can Mixed Emotions Peacefully Coexist ?

  title={Can Mixed Emotions Peacefully Coexist ?},
  author={Patti Williams and Jennifer L. Aaker},
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 duality (e.g., Anglo Americans, younger adults) relative to those with a higher propensity (e.g., Asian Americans, older adults). The effect appears to be due to increased levels of felt discomfort that… CONTINUE READING

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