How would mixed feelings matter in online environments?

Abstract

We focus on how and why information may elicit a varying degree of emotions among the consumers and potentially influence their decision-making process. We examine the simultaneous presence of positive and negative feelings—ambivalence—in the context of technology products. We use electroencephalography (EEG) to conduct a lab experiment to investigate the distinct physiological and behavioral responses elicited by ambivalent information and assess the impact of such information on consumer decision making.