Skip to Main content Skip to Navigation
Journal articles

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
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

Identifiers

Collections

UNIV-AMU | UNIV-TLN | CERGAM

Citation

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⟩

Export

BibTeX TEI DC DCterms EndNote

Share

Metrics

Record views

128

Contact

Informations

CCSD