Happy and Sad TV Programs: How They Affect Reactions to Commercials
- 1 December 1987
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 14 (3) , 387-403
- https://doi.org/10.1086/209122
Abstract
Relative to a sad TV program, a happy program induced: (1) a happier mood as viewers watched both program and commercials, (2) greater perceived commKeywords
This publication has 0 references indexed in Scilit: