<b>Affect Transfer Revisited: Emotional Diversity, Comment Happiness, and Target-Dependent Brand Evaluation in Product-Review Videos</b>

These paths produce a positive statistical indirect association within the prespecified core testing family, although the conditional direct association between emotional diversity and brand evaluation is negative and the total association is not supported. The core evidence is also weaker under a more conservative global multiplicity correction. Exploratory analyses show that higher emotional diversity is associated with more avoidance-oriented eWOM rather than greater advocacy, as well as greater emotional entropy in the comment section.</p><p dir="ltr">The study contributes a differentiated account of affect transfer by showing that audience feeling, target-dependent evaluation, marketplace communication, and affective structure are related but non-equivalent responses.

Emotional diversity may correspond to more positive audience affect while having different, and sometimes opposing, associations with brand evaluation and recommendation behavior. The research therefore extends affect-transfer theory from emotional direction to emotional structure and demonstrates the importance of matching computational measures and theoretical claims to the specific dimension of audience response being studied.</p>