Affect and Attitudes in Advertising: The Impact of Brand Name and Product Class Placement

Book Section (Chapter)

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; Anderson, HH

Published Date

  • January 1, 1990

Book Title

  • Emotion in Advertising Theoretical and Practical Explorations

Published By