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

Published By