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The Power of Feelings in Understanding Advertising Effects
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The Power of Feelings in Understanding Advertising Effects
The Power of Feelings in Understanding Advertising Effects
JE
Julie A. Edell
Julie A. Edell
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Marian Chapman Burke
Marian Chapman Burke
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1 December 1987
journal article
Published by
Oxford University Press (OUP)
in
Journal of Consumer Research
Vol. 14
(3)
,
421-433
https://doi.org/10.1086/209124
Abstract
This research investigates the role of feelings in understanding advertising effects. We conducted two studies to examine (1) whether feelings occur
Keywords
ADVERTISING
ATTITUDE
EXTENT
BELIEFS
TELEVISION
JUDGMENTS
AD'S CHARACTERISTICS
IMPORTANCE OF FEELINGS
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Open Access
Cited by 691 articles