In the mood for action : when negative program-induced mood improves the behavioral effectiveness of TV commercials

Eric Tafani, Elyette Roux, Rainer Greifeneder

Year of publication:	March 2018
Authors:	Tafani, Eric ; Roux, Elyette ; Greifeneder, Rainer
Published in:	Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 84.2018, p. 125-140
Subject:	Product launch \| Advertising \| Mood \| Information processing \| Consumer behavior \| Konsumentenverhalten \| Consumer behaviour \| Emotion \| Werbewirkung \| Advertising effects \| Werbung \| Kognition \| Cognition

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