The effects of arousal on liking and believability of commercials

Journal of Marketing Communications

Volumn 4, Issue 2, 1998, Pages 101-114

  Yoon, Kak ^a   Bolls, Paul ^b   Lang, Annie ^b  

^a WASHINGTON STATE UNIVERSITY   (United States)

^b INDIANA UNIVERSITY   (United States)

Author keywords

Attitude toward the ad; Attitude toward the brand; Commercials; Content arousal; Production pacing; Purchase intention

Indexed keywords

EID: 0039547985     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527269800000003     Document Type: Article

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