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BADM 325 Reaction Paper Can Mixed Emotions Peacefully Coexist?

11/2/16
The marketing implications stated in this article introduce a different perspective of brand
marketing. When marketing to a consumer, companies should recognize that a cultured target
audience with a cultural background and dont embrace duality have a negative attitude towards
mixed emotion appeal. Furthermore, these companies should advertise with straightforward
messages channeling either a happy or sad emotion.
The consumer implications in the article demonstrate that consumers tend to prefer and
appeal to mixed emotions differently. These preferences are based on whether or not a consumer
has a high or low propensity to accept duality. As a consumer, you should recognize that
sometimes your motives are driven by differences in the emotions you feel rather than the
recognition of different emotions. By being aware, you can avoid making impulse decisions and
purchases based on the emotional appeal in ads.
Relevant future research ideas should examine a more direct measure of mixed emotional
experience, specifically one that would provide greater insight into whether mixed emotions are
truly experienced simultaneously. Future research is also needed to provide measures that
directly assess the propensity to accept duality and yield deeper insight into the types of
backgrounds that lead to differential propensities to accept duality.
Questions
Can mixed emotions coexist within Americans?
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With technology being at the forefront of the millennial generation, our attention span is
very short therefore I feel as though emotions can coexist. If an ad is introduced
appealing to the sad emotion early and ends with a happy emotion, as Americans and
people from different backgrounds living within one culture can have two emotions
coexist.

Can younger individuals appeal to mixed emotional appeals if they can relate?
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As stated in the research, older participants were able to have increased comfort towards
mixed emotional appeals because of their ability to identify. In contrast, I feel that if

younger individuals are able to somehow identify with the mixed emotional appeal
portrayed, they also will have increased comfort.
Can emotions felt by consumers overpower emotions recognized and vice versa?
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Research states that the observed attitudinal differences were due to felt emotional
responses rather than the recognition of emotions. In my opinion, it depends on the
product portrayed and trustworthy of the brand for emotions recognized to overpower
emotions felt.