Yan, Li; Liu, Matthew Tingchi; Chen, Xiaoyun; Shi, Guicheng - In: European Journal of Marketing 50 (2016) 7/8, pp. 1159-1184
Purpose The purpose of this paper is to investigate the effects of pre-existing mood valence, mood arousal and ad-evoked arousal on response to television and print advertising. It combined the arousal-as-information and arousal regulation approaches into a single arousal congruence theory. It...