Emotional well-being depends in part on affect modulation. The present study extends research on emotion regulation by assessing the physiological and cognitive effects of a novel response-focused regulation strategy, termed 'expressive dissonance.' Expressive dissonance refers to the incongruence between an emotional state (e.g., sadness) and a behavioral expression (e.g., a smile). Fifty-five participants watched a series of sad film clips in which they were asked to either naturally watch or express the opposite of what they were feeling. Results suggest that persons using the expressive dissonant strategies evidenced greater sympathetic arousal and performed worse on subsequent memory tasks than persons in the natural-watch conditions.