# How Emotional Framing Affects Ideas? The impact of emotional ambivalence on typical and atypical ideas. - **Source:** [Strategic Entrepreneurship Journal](https://onlinelibrary.wiley.com/journal/1932443x) - **Published:** 2026-07-08 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/e4c372d9-1057-4974-84d6-9e567bc5253c ## What is Emotional Framing? Emotional framing involves the combined use of positive and negative emotional language. This strategy is used to shape audience responses to ideas. Research shows that this method can enhance the acceptability of ideas. ## Effect on Typical Ideas Emotional ambivalence improves audience receptivity to typical ideas. The balanced use of positive and negative emotions helps make ideas more understandable and acceptable. ## Challenges with Atypical Ideas However, the situation is different for atypical ideas. Emotional ambivalence can lead to less appreciation from the audience, highlighting the difficulties in accepting differences. ## Role of Famous Speakers For famous speakers, emotional ambivalence helps even atypical ideas be better received. The influence of well-known figures makes audiences more open to different ideas. ## Strategic Use of Language Entrepreneurs and innovators can strategically use emotional language to enhance the acceptability of their ideas. This is particularly important when presenting unique and innovative ideas. ## Conclusion and Importance This research highlights the impact of emotional framing on the acceptability of ideas. The differences between typical and atypical ideas provide important strategic insights for entrepreneurs. ## Sources covering this story - https://sms.onlinelibrary.wiley.com/doi/10.1002/sej.70036?af=R — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._