Mixed emotions, meaning-making, and consumer well-being outcomes

Emotions can influence consumer decision-making and behavior in many ways, but complex emotional states like mixed emotions have not received the same attention as emotions such as happiness and sadness. Additionally, consumer meaning-making processes and their contributions to well-being may be an important area for marketers to understand as consumption with ultimate aims like personal growth and development remain common. The current research explores how mixed emotions and meaning-making may influence both attitudes about a product and consumer well-being. In two studies, the role of mixed emotions and the presence of meaning were not found to influence product attitudes or consumer well-being following an advertisement. Limitations of these studies and potential future directions for research are discussed.