People prefer to experience pleasant (vs. unpleasant) emotions and thus will take actions to repair unpleasant emotions. In addition, consumers perceive brands as possessing personality characteristics. This research demonstrates that consumers experiencing unpleasant emotions are attracted to brands with opposing, pleasant personalities as a means to repair their emotions. Studies 1a and 1b find that consumers respond more favorably to an exciting brand when they are motivated to repair the unpleasant emotional state of boredom (1a) and that a reduction in boredom in response to the exciting brand drives this effect (1b). Study 2 extends this finding by showing that anxious consumers are motivated to respond more favorably to a calm brand to repair their anxiety. In both cases, the effects only hold when participants are not first given the opportunity to alleviate their unpleasant emotion, thus providing evidence that motivation is the process driving consumers to respond more favorably to brands with pleasant personalities.

人们更喜欢体验愉快（相对于不愉快）的情绪，因此会采取行动来修复不愉快的情绪。此外，消费者认为品牌具有个性特征。这项研究表明，经历不愉快情绪的消费者会被具有相反、愉快个性的品牌所吸引，以此来修复他们的情绪。研究 1a 和 1b 发现，当消费者有动力修复无聊的不愉快情绪状态时，他们会对令人兴奋的品牌做出更积极的反应 (1a)，而对令人兴奋的品牌的无聊感减少会推动这种效果 (1b)。研究 2 通过表明焦虑的消费者有动机对平静的品牌做出更积极的反应来修复他们的焦虑，从而扩展了这一发现。在这两种情况下，