When Are Feelings Generated? Assessing the Presence and Reliability of Feelings Generated in Pretests
Book Section
This volume explores the complex relationship between emotion and advertising. The chapters include both theoretical and empirical contributions representing a broad spectrum of approaches and techniques.
Duke Authors
Cited Authors
- Edell, JA; Goodstein, R; Moore, MC
Published Date
- January 1, 1990
Book Title
- Emotion in Advertising Theoretical and Practical Explorations