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

Eric Tafani; Elyette Roux; Rainer Greifeneder

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

Eric Tafani ¹ Elyette Roux ¹ Rainer Greifeneder

1 CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille

Document type :

Journal articles

Domain :

Humanities and Social Sciences

Humanities and Social Sciences / Business administration

Complete list of metadatas

https://hal-amu.archives-ouvertes.fr/hal-01796250
Contributor : Romain Farellacci <>
Submitted on : Saturday, May 19, 2018 - 2:04:26 PM
Last modification on : Wednesday, April 24, 2019 - 4:24:02 PM

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

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

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