Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising
- 1 December 1987
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 14 (3) , 404-420
- https://doi.org/10.1086/209123
Abstract
This article pursues the emerging interest in emotional aspects of consumer behavior, advocates a broadened view of consumption-related emotions, andKeywords
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