In the mood to buy? Understanding the interplay of mood regulation and congruence in an international context
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DOI: 10.1007/s11002-012-9200-7
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- Rebecca K. Trump & Kevin P. Newman, 2021. "Emotion regulation in the marketplace: the role of pleasant brand personalities," Marketing Letters, Springer, vol. 32(2), pages 231-245, June.
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Keywords
Mood; Mood regulation theory; Mood congruence theory; Mood transience; Willingness to pay;All these keywords.
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