Context is Key: The Effect of Program-Induced Mood on Thoughts about the Ad
Author:
Publisher
Informa UK Limited
Subject
Marketing,Communication,Business and International Management
Link
http://www.tandfonline.com/doi/pdf/10.1080/10256018808623883
Reference68 articles.
1. The Role of Mood in Advertising Effectiveness
2. Mood and Persuasion
3. Mood and memory.
4. Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis
5. Does Attitude Toward the Ad Endure? The Moderating Effects of Attention and Delay
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