In the mood for advertising

From research in the literature, it becomes clear that persuasive impact is greater if the person targeted is in a happy, benevolent mood.

In the mood for advertising

Fred E. BronnerUniversity of Amsterdam (ASCoR)

Jasper R. Bronner and John FaasseKobalt, Amstelveen

INTRODUCTION

Advertising effectiveness is influenced by context. Advertising context consists of many aspects that may influence...

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