Fan, Xiaomeng; Chang, En-Chung; Wegener, Duane Theodore - In: European Journal of Marketing 49 (2015) 9/10, pp. 1417-1435
Purpose – The purpose of this paper is to test whether separate tense and energetic forms of arousal impact consumer attitudes and provide a more complete understanding of the role of arousal in product evaluations. Past consumer research has treated arousal as a single dimension and found...