A little of this, a little of that

Emma Young from the British Psychological Society has captured insights from recent research into mixed emotions.

Sometimes an experience can make you feel a single emotion.  But at other times, you can be feeling two distinct emotions, or two emotions that blend together into a single feeling, like how sadness and happiness can mingle to create a feeling of poignancy.

One study explores what is known as “threat-awe,” which is illustrated by the fear of an approaching thunderstorm.  This typically has been regarded by scientists as a negative experience, but new research suggests threat-awe is much more positive than outright fear, and perhaps can even build the resilience required to deal with adverse situations.

Other research suggests that people who feel mixed emotions more regularly tend to believe their life has more meaning.  Yet another article suggests that people who experience more mixed emotions may make better decisions – overly happy people tend to be gullible, while overly negative people may be prone to more self-destructive behaviors.

Marketers should be attuned to the presence of these nuanced emotions and their role in shaping consumer beliefs and behaviors.