The effects of mixed emotional appeals in leveraging paradox brands

This research examines the concept of paradox brands – that is, brands with contradictory brand personality associations (e.g., rugged yet sophisticated) – and explores how to increase favorable evaluations of such brands using specific emotional appeals. In this regard, important life events such as graduation or memories of a grandmother can elicit the mixed emotions of happiness and sadness at the same time. This research reports three experimental studies conducted in different markets (the U.S. and the UK) that demonstrate mixed emotional appeals (sadness and happiness) are more persuasive than positive emotional appeals (happiness) for enhancing favorable consumer evaluations of paradox brands. This is because experiencing mixed emotions increases cognitive flexibility. Further, the effect of mixed emotional appeals is attenuated at high construal levels. This research offers meaningful theoretical and practical implications to the literatures on brand personality and mixed emotions by highlighting the potential of mixed emotions for promoting paradox brands.