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Users are assumed to not only receive impressions from products but also generate impressions within their minds. Furthermore, users are thought to have certain anticipations regarding products. We term the feelings concerned with these anticipations as "active impressions." The purpose of this study is to investigate how active impressions occur in users' minds by focusing on how media cause these active impressions. The results show that active impressions are involved in users' feelingsdoi:10.5281/zenodo.3761051 fatcat:63eny63dlrhlrkxvzt6zigufg4