Mixed Emotions Research Articles

Enjoyment and Appreciation of Political Advertisements: How voters’ Issue Involvement and Congruence with the Sponsor Influence Their Responses and Decisions

This study investigates how voters derive pleasure and meaning from political advertisements by conducting a 3 (sponsorship) × 2 (issue) factorial experiment. It examines the impact of the interaction of issue involvement and congruence between sponsorship and voters’ party affiliation on enjoyment and appreciation of the advertisement. Voters’ real-time emotions (determined by their facial expression) and their attention to the screen (captured via eye-tracking sensor) were measured. Voters’ responses to advertisement were examined in association with their subsequent candidate preference. Advertisements by congruent sponsors are enjoyed and appreciated more than those by incongruent sponsors. Negative and mixed emotions and time spent on the screen are more pronounced among those with higher issue involvement when viewing congruent advertisements. Only enjoyment, appreciation, and expression of positive emotions during advertisement exposure are positively associated with voting decision.

Unravelling Catch-Up Fridays: A Look through Novice Teachers’ Perspectives

Given the critical role of reading proficiency in learner success, the Department of Education’s (DepEd) Catch-Up Fridays program holds promise for improving literacy skills. Prioritizing this program at the school level is essential. However, a potential challenge lies in ensuring the preparedness of novice teachers, those new to the profession, to implement such initiatives effectively. This study aimed to understand the experiences of novice teachers in the first month of implementation of Catch-Up Fridays in the 1st District of Ilocos Sur. The participants of the study were five (5) teachers. They were selected based on the inclusion criteria: 1) 0-3 years in the service, 2) a DepEd employee, 3) a resident of Unit II (Bantay, Caoayan, Santa, San Vicente, Sta. Catalina, Sto. Domingo, and San Ildefonso), and 4) must be willing to participate in the study. This study utilized phenomenological research, applying the focus group discussion and semi-structured open-ended questions. Data collection involved verbatim transcription of participant responses. These transcripts were then systematically analyzed using the Moustakas framework. This analysis included listing, categorization, coding, and thematic identification. The findings indicated that novice teachers viewed their experiences of the first month of Catch-Up Fridays as a Symphony of Emotions-Frustrations to Aspirations with two sub-themes emerging, namely having mixed emotions and being optimistic in enhancing literacy skills. All the novice teacher participants went through a stressful, struggling, and confused phase caused by inadequate resources and lack of training. Amidst the challenges they faced during the first month of implementation of Catch-Up Fridays, they were optimistic for a better outcome because there was an improvement in learners’ literacy. Even though novice teachers typically display commendable optimism amid hard times, focused assistance can boost the effective execution of the program. To enhance the effectiveness of school-level Catch-up Fridays, administrators could provide these educators with comprehensive orientation sessions or seminar workshops. However, making available teaching aids will help to reduce anticipated stress, thereby guaranteeing smooth program implementation.

Unique affective profile of music-evoked nostalgia: An extension and conceptual replication of Barrett et al.'s (2010) study.

Nostalgia is a mixed emotion, often evoked by music. This study sought to conceptually replicate and extend Barrett et al.'s (see record 2010-09991-008) pioneering work exploring music-evoked nostalgia, where the authors identified person- and context-level predictors of the experience of nostalgia in music. In a sample of 582 adults across the United States, we identified self-selected nostalgic and musically matched nonnostalgic, familiar songs for each individual, using an online survey in 2021. The participants listened to music and indicated feelings of valence and arousal, followed by assessments of affect (Positive and Negative Affect Schedule, Short Form) and personality (Ten-Item Personality Inventory, Brief Affective Neuroscience Personality Scales, and Southampton Nostalgia Scale). Nostalgic songs were rated higher in valence and arousal than familiar, nonnostalgic control songs, and higher in mixed valence in some metrics. Individuals with higher trait-level Trait Nostalgia reported higher nostalgia ratings across nostalgic and control songs. Interactions between context- and person-level factors indicated that personality influenced the felt valence and arousal profile of music-evoked nostalgia, distinct from familiar control music. While some personality types found nostalgic music to make them feel more aroused and positive (those high in care, trait nostalgia, anger), others felt more negative while listening (those high in sadness). Last, we extend the personality profile of a highly nostalgic person; trait-level Trait Nostalgia was associated with care, play, agreeableness, extraversion, and neuroticism. We demonstrate affective and person-level contributors to music-evoked nostalgia observed in Barrett et al.'s (2010) hold even when controlling for familiarity and musical features. We provide novel insights on complex interactions supporting this emotion, in a larger and more diverse sample with personalized stimuli. (PsycInfo Database Record (c) 2024 APA, all rights reserved).

How student teachers feel during field experiences: network analyses regarding the co-occurrence of positive and negative emotions

ABSTRACT Since student teachers’ emotions during field experiences are highly relevant to their overall learning and professional development, they are worthy of closer investigation. Thus, based on longitudinal data and co-occurrence network analyses, this study determines whether and how often positive and negative emotions co-occur among a sample of student teachers at three different timepoints (beginning, middle, and end) of a 15-week field experience. The findings revealed that a significant number of student teachers experienced mixed emotions, with the frequent co-occurrence of feeling stressed alongside positive emotions such as interest, attentiveness, excitement, strength, and confidence. Moreover, the proportion and structure of emotional co-occurrences changed over time. Notably, the prevalence of mixed emotions was higher in the initial and middle stages of the field experiences. These findings highlight the limitations of conventional correlation analyses in capturing important emotional information. The implications of these insights for student teacher support and development are discussed.

The Role of Ambivalent Identification on Service Recovery: A Study of the Hotel Industry

Service failure is common and inevitable due to the unique characteristics of services. It is essential for service organizations to carefully handle service failure and employ effective recovery strategies to maintain and improve customer satisfaction, especially when consumers experience mixed emotions towards the organization. However, most service failure and recovery literature focuses on how ambivalent identification works at the organizational level. Thus, this study extends the application of the social identity theory beyond organizational perception and focuses specifically on the consumer context, shedding light on its role in recovery justice and satisfaction. It explores the impact of failure severity and degree of correction on recovery justice, with ambivalent identification serving as the moderator in the hotel industry context. Findings from an intercept survey method indicate that the negative relationship between severity of failure and recovery justice weakens as ambivalent identification increases, while ambivalent identification strengthens the positive relationship between degree of correction and recovery justice. Moreover, ambivalent identification diminishes the positive impact of recovery justice on post-recovery satisfaction. This study provides the theoretical and practical implications related to service recovery for hotel management.

Unified in remembrance: reflections on collective war commemoration by war-affected immigrants in the Netherlands

Decades after World War II, major commemorations are still organised to collectively remember this war. Aiming for inclusive societies, the perspectives of immigrants with different war experiences are important to be heard in relation to these commemorations. Research reveals that commemorations can kindle difficult emotions such as sadness and bring distressing memories to the fore. Concurrently, psychosocial factors such as societal support and meaning making may buffer the emotional distress and contribute to a beneficial impact. It is not well known how this applies to immigrants. The present study explores how war-affected immigrants in the Netherlands relate to the Dutch Remembrance Day. Semi-structured interviews were conducted with 25 war-affected immigrants from 8 different countries (including countries in Europe, Asia, Africa, and South America). Qualitative analyses revealed that participants experienced multiple and mixed emotions during the Dutch Remembrance Day, including sadness, longing, and gratitude. Memories about own war experiences and losses often arose, of which the impact varied from distress to relief. The context of war in participants’ countries of origin, such as ongoing conflict or a contested history, often hindered commemoration of these wars. Through the Dutch commemoration, most war-affected immigrants experienced social connectedness and openness for (emotional) expression which contributed to dealing with their past experiences. Insights from this study may guide counsellors working with war-affected immigrants and help societies to organise optimally appealing commemorations within an inclusive society.

The perceived impact of a post-Dobbs landscape on U.S. adolescents and young adults

Objective(s)To capture the perspectives and knowledge of adolescents and young adults on abortion-related topics following the Dobbs decision. Study designQualitative content analysis of an open-ended, five-question survey fielded on October 28, 2022 via the MyVoice project, a nationwide weekly text message poll of 14–24-year-olds. ResultsWe found the respondents (N = 565, response rate 71%) had a mean age of 20.0 years and resided in 47 states. Many described pro- or anti-abortion changes to abortion access in their state, though expressed mixed emotions about the changes (negative, positive, or mixed/neutral). Most often, they had conversations about abortion with peers (28%), followed by parents or family (20%); nearly 20% stated they have never had a conversation about abortion. The majority of respondents (55%) believed they and their peers should have access to abortion care without required parental consent/notification, frequently citing individual rights/autonomy (31%) followed by harms of parental involvement (12%). Most (79%) provided a technique for how to determine if online information about abortion was trustworthy. Conclusion(s)Four months after the Dobbs decision, this national sample of adolescents and young adults were aware of changes to abortion access, had conversations about abortion, shared diverse opinions on parental consent or notification laws, and could determine trustworthiness of online abortion resources. Abortion-related policy and practice can be improved by understanding adolescents’ and young adults’ needs and preferences, trusting and supporting their autonomy, and reducing barriers to care. ImplicationsThis study highlights the timely perspectives and experiences of a diverse, nationwide sample of adolescents and young adults on abortion-related topics. Findings can support centering adolescents and young adults in practice and policy changes to improve their knowledge about abortion and streamline access to essential reproductive health services post-Dobbs.

The hustle is real: an examination of the self-related consequences of consuming idealized self-promotional content on LinkedIn

PurposeEveryday users of professional networks such as LinkedIn are flooded by posts presenting the achievements of their connections (e.g. I got a new job/award). The present research takes a self-discrepancy perspective to examine the mixed-emotional and behavioral consequences of viewing such idealized self-promotional content on professional networks.Design/methodology/approachThe emotional and behavioral consequences following viewership of idealized self-promotional content on LinkedIn are explored through one pilot study (N = 109) and one online experiment (N = 714), which is evaluated using structural equation modeling.FindingsViewership of idealized self-promotional content on professional social networking sites acts as an emotional double-edged sword for LinkedIn users. Users feel both dejection and symhedonia (i.e. happiness for others), dependent on their reported career-based self-discrepancy. We find the experience of symhedonia to be bound by the relational closeness of the poster (acquaintance vs close friend). Furthermore, we show how resultant emotions drive self-regulatory compensatory IT-use behaviors (i.e. direct resolution, fluid compensation, dissociation, and escapism).Originality/valueWe offer four distinct contributions. Firstly, we disentangle inconsistent findings of mixed emotions by introducing symhedonia to IT literature. Secondly, we investigate the boundary condition of relational closeness. Thirdly, we extend our findings by investigating compensatory-consumption behaviors that stem from mixed-affective outcomes. Finally, we do so in the context of professional networks, which are greatly understudied and are distinctive from personal networks. Practical implications are discussed.

Is the ambiguity of emotion multidimensional? The ambiguous valence, activation and origin of emotions

Mixed emotions remain a fascinating, yet still understudied phenomenon. All of the previous research has focused solely on ambivalence, studying only the mix of positivity and negativity in emotions (the dimensions of valence). We sum up the already existing knowledge about the dimensional approach to ambivalence and its consequences. Based directly on this knowledge, we introduce a new theoretical model describing ambiguity in four additional dimensions (apart from valence), grouped into two bivariate spaces: origin (dimensions of automaticity and reflectiveness) and activation (arousal and subjective significance). Both of these spaces have never been studied before in the context of ambiguity and mixed feelings. Future implications of the new model are discussed, including any potential impact on the methodology of research and the possible advantages in understanding and describing emotional experiences.

Exploring the lived experiences of young unlicensed drivers on road safety and traffic rules: a phenomenological study

Unlicensed driving presents a multifaceted challenge for authorities, with increasing road accidents attributed to limited mobility and heightened anxiety among drivers, often stemming from a lack of road safety knowledge and difficulties in concentration, highlighting the need for understanding emotional responses towards law enforcement and the significance of acquiring a driver's license. Furthermore, this research explores potential interventions to mitigate the risks associated with unlicensed driving and enhance road safety awareness among drivers. The researcher used a qualitative phenomenological approach to explore student unlicensed drivers' experiences. Eight students participated in in-depth interviews, and the data collected were analyzed using Collazzi's method. The results revealed the following recurring themes: emotional and physical challenges, mixed emotions and the privileges of a driver's license. The research findings show that young individuals driving without licenses encounter emotional and physical obstacles, exhibit varied reactions when faced with authorities, appreciate the significance of acquiring a driver's license, and emphasize the importance of responsible driving and compliance with legal requirements.

Culture and Awe: Understanding Awe as a Mixed Emotion.

The online version contains supplementary material available at 10.1007/s42761-024-00243-3.

"Finding my voice again" - women's experiences of psychological therapy in perinatal secondary care settings: a qualitative study.

Although women often experience mental health comorbidities in the perinatal period, the evidence-base for psychological therapy across diagnostic boundaries in the perinatal period remains limited. As there is a need to understand experiences of therapy, irrespective of diagnosis, to inform intervention provision, the aims of this study were to explore women's experiences of psychological therapy for perinatal mental health difficulties and to identify the mechanisms that women attributed to the most significant therapeutic change for themselves and/or the mother-infant relationship. Semi-structured interviews were conducted with 16 women who received therapy within specialist perinatal community mental health settings in the Northwest of England, the UK. Interview data were analysed using reflexive thematic analysis. One overarching theme entitled participant life stories were at the heart of therapy was identified alongside three other main themes: 1.) We're in this together - therapeutic bond and establishing a coherent sense of self, 2.) Surfing the urge to 'fix' feelings - Sitting with emotions improved regulation and 3.) Seeing myself in a new light - Shifting self-blame to self-compassion enhanced self-efficacy. Theme 1 consisted of three subthemes. Participants described the quality of the therapeutic relationship as the fundamental foundation to (re)connecting with their needs, values and boundaries, which improved their sense of agency, self-esteem, therapeutic engagement and self-understanding. Shifting emotional avoidance to emotional engagement improved their self-regulation. Considering alternative factors that could have contributed to their experiences helped them to defuse self-blame and enhance self-compassion. Finally, changes in their mental health led to positive relational changes in their relationship with their infant and improved communication with partners. Sensitivity, engagement and responsivity experienced in the therapist-woman relationship was reported to be mirrored in the mother-infant relationship. Developing a coherent sense of self and self-regulation skills both appeared to heighten women's self-compassion and empathy for their infants, which also seemed to improve their ability to tolerate uncertainty and mixed emotions within themselves and their infants. The mechanisms of change in the perinatal period are important to consider at a stakeholder, therapist and service management level to parsimoniously and best meet the needs of women and the mother-infant relationship.

FROM NOTHING TO SOMETHING: TALE OF UNRAVELING THE SECRET TO SUCCESS OF A NEOPHYTE CRIMINOLOGIST IN TAKING LICENSURE EXAM

This phenomenological study aimed to fathom the tale of unravelling the secret to the success of neophyte criminologists in passing the licensure examination. The study utilized a qualitative research design using a phenomenological approach, with 18 criminologists from Ramon Magsaysay Memorial College, General Santos City, chosen through purposive sampling. Thematic analysis was used as a data analysis tool. In light of this, results revealed the themes developed wherein this also discovered that the secret to the success of criminologists in taking and passing the CLE where they experienced mixed emotions, very challenging, stressful phenomena, feelings of nervousness, lack of preparation, frustrating events, remaining hopeful and positivism helps. In addition, criminologists experienced challenges like time constraints, financial problems, no face-to-face review, sleepless nights, anxiety situations and restrictions during the pandemic. On the coping mechanisms, criminologists pray harder, seek help, manage time well, rest when necessary, study hard, boost self-esteem, enrol in a review centre and practice the elimination methods. Furthermore, criminologists’ insights or realization revealed that preparation is necessary: take the review seriously, join a group study, give your best shot, surpass trials, increase faith and prioritize well-being. Taking a criminologist licensure exam requires extensive preparation and perseverance as they will encounter many challenges before they pass it. The insights learned by the neophyte criminologists make them more competent as professionals in their field of specialization.<p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0787/a.php" alt="Hit counter" /></p>

Living with rare genetic disease during the COVID-19 pandemic: A qualitative study of adolescents and young adults with Li-Fraumeni syndrome

BackgroundThe COVID-19 pandemic caused large-scale shifts in healthcare access and delivery that impacted the availability of routine care, such as cancer screening. Vulnerable populations, including those with rare cancer-prone genetic disease, faced considerable difficulties in managing their cancer risk. Studies characterizing the specific impacts of the pandemic on physical, mental, and emotional well-being for individuals with rare cancer-prone syndromes are emerging. This study used a patient-centered perspective to characterize how young adults with Li-Fraumeni syndrome (LFS), an inherited cancer predisposition syndrome with nearly 100 % lifetime risk of cancer, managed their physical and mental health during the first year of the COVID-19 pandemic. MethodsThis exploratory, qualitative cohort study was conducted between March and July of 2021 as part of the National Cancer Institute's Li-Fraumeni Study. Thirty adolescents and young adults (22 female, 8 male, median age 31 years, range 18–41) with a confirmed pathogenic TP53 variant completed a semi-structured qualitative interview. An interdisciplinary team conducted Thematic Content Analysis on verbatim transcribed data. ResultsMost participants (22/30, 77 %) completed cancer screening during the first year of the pandemic, with a median perceived delay of 5 months (range 2–12 months) and with financial COVID-19-related burden (55 %). While participants reported satisfaction with telehealth-based services, they also reported challenges establishing new clinical relationships and a clear preference for in-person clinical care. Most participants reported negative or mixed impacts of COVID-19 on mental health (21/30, 70 %). Social network changes were reported by 22 (73 %), and almost all participants experienced negative or mixed emotions such as loss, grief, and isolation, to adaptations necessitated by COVID-19 in their social structure. ConclusionsThe COVID-19 pandemic had detrimental effects on the physical, emotional, and social health in young adults with Li-Fraumeni, including disruptions in care. These data highlight the need for integrative strategies to be in place prior to future pandemics to prioritize and support vulnerable populations, such as those with rare disease, and to manage unforeseen large-scale shifts in healthcare access and social structure.

Resident perspectives on the impact of program leadership communication on well-being during the COVID-19 pandemic

ABSTRACT Background The COVID-19 pandemic introduced a myriad of changes that negatively impacted resident physicians’ well-being. Communication from program leadership may mitigate resident stress during times of crisis, yet literature supporting this premise is scant, and best communication practices remain uncertain. This qualitative study aimed to identify stressors to residents and explore the influence of residency program leadership’s communication on emotional stress during the COVID-19 pandemic. Methods Informed by Kotter’s 8-step management model to support resident well-being, this qualitative study used grounded theory methods to interview 25 residents from three training programs (Pediatrics, Internal Medicine, and Medicine-Pediatrics) on a single academic medical campus from May-September 2020. Four investigators coded the data using the constant comparative analysis. Sampling continued until reaching thematic saturation. Codes were built using an iterative approach and organized into themes. Discrepancies were resolved by consensus discussion among investigators. Results Residents described increased stress levels, the all-consuming nature of COVID-19, mixed emotions about their role as healthcare providers, new coping mechanisms, and changes to their education and work environment that impacted stress. Communication from leadership to residents during the pandemic varied. Effective communication helped mitigate stress; perceived suboptimal communication exacerbated stress. Who was communicating, methods of communication, and content of communication influenced resident stress. Conclusions The COVID-19 pandemic introduced new stressors and challenges to residents. The perception of leadership communication played a critical role in mitigating or exacerbating resident stress. We propose a communication framework (“Who? What? Where? When? How?”) that residency leadership can utilize during times of crisis.

Transitioning from hospital to home after a major lower extremity amputation: Interview study on patients' and relatives’ perspectives

IntroductionPatients often feel unprepared and concerned about their new life after a major lower extremity amputation (LEA). Therefore, we implemented an integrated care program, Safe Journey, to optimize the quality and continuity of care for patients with LEA due to vascular disease when transitioning from hospital to home. This study aims to illuminate and explore the experiences of patients with LEA and their relatives with the transition from hospital to home after implementing Safe Journey. Material and methodsThis qualitative, exploratory study individually interviewed six patients with a major LEA and four relatives and jointly interviewed eight patients with their relatives. ResultsThe participants’ experiences transitioning from hospital to home were centered around two major themes: (1) Going home: mixed emotions and confusion, and (2) bridging the gap. The main themes encompassed six subthemes: (1) simultaneously expectant and worried, (2) a lack of knowledge creating uncertainty, (3) an unexpressed but pending need for psychosocial support, (4) reassurance but safety comes at a price, (5) navigating the system, and (6) lack of involvement. ConclusionTransitioning from hospital to home after a major LEA creates mixed emotions. Knowledge, feeling involved, and being prepared and cared for were highlighted as important during the transition. The Safe Journey program made patients and relatives feel physically reassured and safe, but all the home visits strained the families. The program's benefits are consistent with existing knowledge on patients with complex needs benefitting from integrated care models. However, a more individualized and person-centered approach is needed.

Exploring Chinese College Students’ Emotions in EFL Speaking Classrooms

This paper aims to report on Chinese college students’ emotions in English as a foreign language (EFL) speaking classrooms, including the trajectory of their emotions, and their perceived impacts of these emotions on their performances in class. Through conducting a case study among 12 Chinese college students and qualitatively analyzing the reflections and interview data collected over a semester, the present research, adopting the Positive Psychology perspective, reveals diverse emotions experienced by students in their EFL speaking classrooms. The emotions students felt were both complex and dynamic throughout the semester, and were found to interact with the changing internal and external factors, displaying a transition from the mixed emotions of excitement and anxiety to lower-intensity emotions (i.e., relaxation and boredom), and finally becoming inter-individually varied. As for the impacts of students’ emotions, students believed that both positive and negative emotions were associated with their performances in class. The present study suggests that much attention should be paid to EFL college students’ emotions in speaking classrooms both by themselves and by their teachers, and provides some possible sources of their emotions. In order to enhance students’ psychological well-being and achieve better teaching effects, this study also recommends pedagogical practices that boost positive emotions and reduce negative emotions to be incorporated into EFL speaking classes.

Stressors, emotions, and social support systems among respiratory nurses during the Omicron outbreak in China: a qualitative study

BackgroundRespiratory nurses faced tremendous challenges when the Omicron variant spread rapidly in China from late 2022 to early 2023. An in-depth understanding of respiratory nurses’ experiences during challenging times can help to develop better management and support strategies. The present study was conducted to explore and describe the work experiences of nurses working in the Department of Pulmonary and Critical Care Medicine (PCCM) during the Omicron outbreak in China.MethodsThis study utilized a descriptive phenomenological method. Between January 9 and 22, 2023, semistructured and individual in-depth interviews were conducted with 11 respiratory nurses at a tertiary hospital in Wuhan, Hubei Province. A purposive sampling method was used to select the participants, and the sample size was determined based on data saturation. The data analysis was carried out using Colaizzi’s method.ResultsThree themes with ten subthemes emerged: (a) multiple stressors (intense workload due to high variability in COVID patients; worry about not having enough ability and energy to care for critically ill patients; fighting for anxious clients, colleagues, and selves); (b) mixed emotions (feelings of loss and responsibility; feelings of frustration and achievement; feelings of nervousness and security); and (c) a perceived social support system (team cohesion; family support; head nurse leadership; and the impact of social media).ConclusionNursing managers should be attentive to frontline nurses’ needs and occupational stress during novel coronavirus disease 2019 (COVID-19) outbreaks. Management should strengthen psychological and social support systems, optimize nursing leadership styles, and proactively consider the application of artificial intelligence (AI) technologies and products in clinical care to improve the ability of nurses to effectively respond to future public health crises.

Exploring emotions in relation to neighborhood environmental characteristics among older adults with low socioeconomic position: A qualitative study using walk-along interviews

Cities are challenged to provide older adults with high-quality neighborhoods that foster their mental health. Older adults with low socioeconomic position (SEP) are at risk for poor mental health, but research in this group is scarce. The neighborhood may have an impact on older adults' mental health through the elicitation of emotions. Qualitative on-site research can provide detailed and context-sensitive information on the experienced emotions. The aim of this walk-along study was to identify which emotions older adults with low SEP experience when they walk in their neighborhood and the physical and social neighborhood environmental characteristics that influence these emotions. Twenty-four older adults with low SEP were interviewed and content analysis was performed using NVivo 12 software. Participants experienced various positive emotions (e.g., calmness) in green and blue spaces, spaces with historical buildings, and open spaces. They experienced negative emotions (e.g., frustration) in spaces with heavy traffic and crime, paths with uneven surfaces, and areas with a lack of services, infrastructure and maintenance. The presence of public transport, renovations, graffiti, and cultural diversity evoked mixed emotions. Insights from this study could be used to develop specific hypotheses in quantitative studies and by urban planners and policy makers when (re-)designing neighborhoods.

Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance

The existing literature examines VIs’ utilitarian, personal, and relational traits, but a gap exists in interface design understanding. This study employs avatar marketing and ambivalence theories to explore how VIs’ design elements (VI’s varying form realism and behavioral realism design) induce ambivalent emotions (eeriness and coolness) and impact VI marketing performance (follow and purchase intentions). Two experimental studies were conducted, using ANCOVA, multiple regression, and PROCESS macro analyses. In Study 1, utilizing contemporary VIs from the market, it was revealed that a VI exhibiting mid (vs. low) form realism triggered heightened perceptions of both eeriness and coolness, with these effects being magnified under the condition of high (vs. low) behavioral realism. In Study 2, using VIs generated through the StyleGAN AI technique, it was validated that those with high (vs. low) form realism were associated with decreased perceptions of eeriness and increased coolness, particularly when combined with high (vs. low) behavioral realism. Additionally, our findings emphasized the negative impact of eeriness and the positive influence of coolness on VI performance outcomes. In summary, our study reveals the significant role of VI interface designs in VI marketing performance, highlighting consumers' mixed emotions as crucial mediators in this context. Additionally, our findings highlight the negative impact of eeriness and the positive influence of coolness on VI performance. Its primary contribution is uncovering VIs’ interface designs as significant factors in VI marketing performance, while recognizing consumers’ ambivalent emotions as vital mediators in this relationship.