The effects of mood and advertising context on ad memory and evaluations: The case of a competitive and a non-competitive ad context

Journal of Current Issues and Research in Advertising

Volumn 32, Issue 2, 2010, Pages 1-9

  Sar, Sela ^a   Nan, Xiaoli ^b   Myers, Jun Rong ^c  

^a IOWA STATE UNIVERSITY   (United States)

^b UNIVERSITY OF MARYLAND   (United States)

^c CALIFORNIA STATE POLYTECHNIC UNIVERSITY   (United States)

Author keywords

Affect as information; Information processing; Item specific processing; Memory; Mood; Relational processing

Indexed keywords

EID: 85006277939     PISSN: 10641734     EISSN: 21647313     Source Type: Journal    
DOI: 10.1080/10641734.2010.10505281     Document Type: Article

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