Mixed feelings, mixed outcomes? When emotionally ambivalent framing enhances idea appreciation
Abstract Research Summary Despite growing interest in how linguistic strategies shape audience responses to innovative ideas, prior evidence on the benefits of using emotional language remains mixed. Building on research on emotional ambivalence and social evaluation, we introduce the concept of emotionally ambivalent framing (i.e., the combination of positive and negative emotional language when presenting ideas) and investigate its effects on audience evaluation. Analyzing data from 3284 TED Talks, we find that emotionally ambivalent framing increases receptivity, but only for typical ideas. For atypical ideas, instead, such framing tends to undermine the audience's appreciation. However, we show that speakers' fame mitigates this effect, enabling emotionally ambivalent framing to serve as an effective communicative strategy for atypical ideas as well. These findings advance our understanding of the interplay between emotions and cognition in shaping the effectiveness of linguistic framing, contributing to research on entrepreneurship, ambivalence, and social evaluation. Managerial Summary It is still unclear whether and when using emotional language to frame ideas helps innovators and entrepreneurs overcome audience resistance. In this study, we find that combining both positive and negative emotional language when presenting an idea (a strategy we call emotionally ambivalent framing) improves audience receptivity to typical ideas. However, an emotionally ambivalent framing loses its effectiveness for atypical ideas. We also find that this effect depends on how well‐known entrepreneurs are: for famous ones, emotionally ambivalent framing becomes a powerful tool for increasing audience receptivity, particularly for atypical ideas. Overall, we show how innovators and entrepreneurs can strategically leverage emotional language and craft effective framing strategies that shape how audiences evaluate their ideas.