The orientation-matching hypothesis: An emotion-specificity approach to affect regulation

Journal of Marketing Research

Volumn 47, Issue 5, 2010, Pages 955-966

  Labroo, Aparna A ^a   Rucker, Derek D ^b  

^a UNIVERSITY OF CHICAGO   (United States)

^b NORTHWESTERN UNIVERSITY   (United States)

Author keywords

Advertising; Affect regulation; Emotion; Matching effects; Motivation

Indexed keywords

EID: 77957931886     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.47.5.955     Document Type: Article

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