Interaction Effects of Arousal Level of Positive Ambient Emotion and Advertisement Type on Product Evaluation
The purpose of this study is to show that the effectiveness of utilitarian versus hedonic attributefocused advertisement on product evaluation depends on the arousal level of positive emotion, and to explore mediation effect of cognitive response to utilitarian attribute-focused advertisement and af...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2016-04-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol18/iss1/3/ |