Mood and advertising persuasion : a model integrating mood management and mood disruption mechanisms
Past consumer research on mood has focused mainly on the impact of pre-processing mood on attitude formation, cognitive process, or behaviour. The present study, however, opens a new research direction by investigating the impact of ad characteristics on pre-processing mood. In particular, this rese...
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| Format: | Others |
| Language: | English |
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2008
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| Online Access: | http://hdl.handle.net/2429/2244 |