Regulating Emotions in Advertising: Examining the Effects of Sadness and Anxiety on Hedonic Product Advertisements
Author:
Publisher
Informa UK Limited
Subject
Marketing
Link
http://www.tandfonline.com/doi/pdf/10.1080/10256018808623883
Reference64 articles.
1. Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms
2. On the Consumption of Negative Feelings
3. Context is Key: The Effect of Program-Induced Mood on Thoughts about the Ad
4. Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value
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