In the mood for a commercial break? A model of consumer response to television commercials during sensitive news
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- Batra, Rajeev & Stayman, Douglas M, 1990. "The Role of Mood in Advertising Effectiveness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 203-214, September.
- Batra, Rajeev & Ray, Michael L, 1986. "Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 234-249, September.
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advertising context; attitude toward commercials; interest in program content; mood theory; news.;All these keywords.
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