Choi, Nak Hwan; Jung, Jae Min; Oyunbileg, Tamir; Yang, … - In: European Journal of Marketing 50 (2016) 1/2, pp. 78-99
emotional valence (positive vs negative) stemming from outcomes of self-regulatory goal pursuit in understanding effectiveness … advertisements that match with the consumers’ emotional arousal levels, emotional valence and regulatory goals by identifying … customers’ specific emotional state and its source. Originality/value – This study shows that emotional valence moderates the …