search query: @author Shapiro, S. / total: 8
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| Author: | Shapiro, S. MacInnis, D. J. Park, W. |
| Title: | Understanding program-induced mood effects: decoupling arousal from valence |
| Journal: | Journal of Advertising
2002 : WINTER, VOL. 31:4, p. 15-26 |
| Index terms: | ADVERTISING CONSUMER BEHAVIOUR |
| Freeterms: | AROUSAL MOOD PROCESSING VALENCE |
| Language: | eng |
| Abstract: | The role of mood on ad processing was examined by orthogonally manipulating valence (positive vs. negative) and arousal (moderate vs. high). Measures of signal detection were used to provide evidence of the level (deep vs. shallow) and nature (schematic vs. data-driven) of processing. |
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