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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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https://hal-amu.archives-ouvertes.fr/hal-01796250
Contributor : Romain Farellacci Connect in order to contact the contributor
Submitted on : Saturday, May 19, 2018 - 2:04:26 PM
Last modification on : Wednesday, November 3, 2021 - 9:41:30 AM

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Eric Tafani, Elyette Roux, Rainer Greifeneder. In the mood for action: When negative program-induced mood improves the behavioral effectiveness of TV commercials. Journal of Business Research, Elsevier, 2018, 84, pp.125 - 140. ⟨10.1016/j.jbusres.2017.11.023⟩. ⟨hal-01796250⟩

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