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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
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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

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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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