Mixed emotional appeal enhances positive word-of-mouth: The moderating role of narrative person

Abstract

Underpinned by feelings-as-information theory and construal level theory, this present research examines the effect of mixed emotions in advertising on word of mouth (WOM) and the moderating role of a narrative person. Two experiments were conducted featuring two different products (cake mix in Study 1; watch in Study 2) and different narratives to elicit mixed emotions. The objective of Study 1 was to confirm the moderating effect of the narrative person on the relationship between mixed emotion and positive WOM. Study 2 aimed to provide stronger empirical evidence for the findings of Study 1 and test the mediating effects of inspiration (when it uses a third-person narration) and discomfort (when it uses the first-person narration). In general, the results show that a mixed emotional appeal is more effective than pure happiness in increasing positive WOM when the third-person narration is used. The relationship between mixed emotions and WOM is mediated by inspiration (when using a third-person narration) and discomfort (when using the first-person narration). This extends previous research which provides inconclusive evidence on the consequences of mixed emotional appeal. The current study also broadens the application of linguistics in emotion and consumer behavior literature while providing important implications for marketers in their advertising strategy.