A comparison of the effect of mixed emotions evoked by advertising on consumer behaviour

Abstract

Mixed emotions are experiences that involve a simultaneous occurrence of two emotions, usually opposite in valence. This research studies the influence they have on consumer behaviour when used in advertising and points out any differences in behaviour among generations. 150 participants, from three different generations (Generation X, Generation Y, and Generation Z), took part in the study. A quantitative methodology was implemented and data collection was gathered through an online survey, where responders were shown three advertisements, each evoking different sets of mixed emotions – happiness and sadness, happiness and fear, and happiness and anger. The findings showed that happiness and sadness tend to have the strongest motivational power to evoke positive consumer behaviour, such as willingness to share the advertisement with others, interest in the product, and brand perception. Furthermore, Generation Z turned out to be the most emotionally led generation that responds very strongly to narratives that are charged with emotions. By unraveling the intricate layers of consumer emotions, this study contributes valuable insights into the fields of marketing and consumer behavior, paving the way for more emotionally resonant and impactful advertising strategies.