What happens when you're lost between happiness and sadness?

Baris Ursavas and Ozlem Hesapci-Sanaktekin

Journal of Business Research, 2013, vol. 66, issue 7, 933-940

Abstract: Two experiments examine the effects of dramatic contrast between the music and the message of an ad on consumers' temporal perceptions and memory. Results suggest that individuals' level of discomfort with ambiguity (DWA) plays a significant role in memory and temporal perceptions when being exposed to auditory stimuli that incorporate two oppositely-valenced affective components. Music that creates dramatic contrast with the ad message leads to weaker recall and recognition for the ad messages, and lower ad duration estimates for subjects with high discomfort with ambiguity. Further, results reveal an effect of prior mood on cognitive responses toward stimuli that create dramatic contrast. Participants in a positive (vs. negative) mood report better recall and recognition, and lower but more accurate duration estimates in the case of a stimulus creating dramatic contrast.

Keywords: Mixed emotions; Emotional ambivalence; Memory; Temporal perception (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296311004206
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:7:p:933-940

DOI: 10.1016/j.jbusres.2011.12.013

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().