In the mood for action: When negative program-induced mood improves the behavioral effectiveness of TV commercials - Aix-Marseille Université Access content directly
Journal Articles Journal of Business Research Year : 2018

In the mood for action: When negative program-induced mood improves the behavioral effectiveness of TV commercials

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hal-01796250 , version 1 (19-05-2018)

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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, 2018, 84, pp.125 - 140. ⟨10.1016/j.jbusres.2017.11.023⟩. ⟨hal-01796250⟩
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