A copy of this work was available on the public web and has been preserved in the Wayback Machine. The capture dates from 2021; you can also visit the original URL.
The file type is application/pdf
.
Interaction Effects of Arousal Level of Positive Ambient Emotion and Advertisement Type on Product Evaluation
2016
Asia Marketing Journal
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 affective response to hedonic attribute-focused advertisement on the effectiveness of utilitarian versus hedonic attribute-focused advertisement. This research employs a 2 (arousal level: mild vs.
doi:10.53728/2765-6500.1418
fatcat:bkry5g7mevdi5d3rwq6rz4hqhi