Mixed emotional appeal enhances advertising effectiveness of pro-environmental luxury brands: the mediating role of cognitive flexibility

Purpose The concepts of luxury and pro-environment may be viewed as being in contradiction with each other. Consequently, it is unclear how to promote pro-environmental luxury brands. The present research seeks to develop effective advertising strategies for pro-environmental luxury brands by employing mixed emotional appeals. Design/methodology/approach Two experimental studies were conducted to test two hypotheses. Study 1 examines the effects of mixed emotions (happiness and sadness vs. happiness alone) on intentions to purchase a pro-environmental luxury product. Study 2 replicates the findings of Study 1 using a different product and extends it by establishing the underlying mechanism. Findings The results reveal that an advertisement featuring mixed emotions of happiness and sadness (vs. happiness alone) enhances intentions to purchase a pro-environmental luxury product. Further, the effect is mediated by cognitive flexibility. Originality/value The present research tests a novel perspective on how mixed emotional appeals can leverage the advertising effectiveness of pro-environmental luxury brands.