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

Author

Listed:
  • Eric Tafani

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Elyette Roux

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Rainer Greifeneder

Abstract

No abstract is available for this item.

Suggested Citation

  • Eric Tafani & Elyette Roux & Rainer Greifeneder, 2018. "In the mood for action: When negative program-induced mood improves the behavioral effectiveness of TV commercials," Post-Print hal-01796250, HAL.
    • Handle: RePEc:hal:journl:hal-01796250
    DOI: 10.1016/j.jbusres.2017.11.023
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    Cited by:

    1. Bellman, Steven & Beal, Virginia & Wooley, Brooke & Varan, Duane, 2020. "Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online," Journal of Business Research, Elsevier, vol. 120(C), pages 103-113.
    2. Chen, Xiaohong & Zhao, Jinhua & Zhou, Li, 2024. "Knowledge protects against pollution: The health effects of the cadmium rice event in China," World Development, Elsevier, vol. 175(C).

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