search query: @author Silberer, G. / total: 9
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| Author: | Silberer, G. |
| Title: | Die Stimmung als Werbewirkungsfaktor |
| Journal: | Marketing: Zeitschrift für Forschung und Praxis
1999 : 2 Q, VOL. 21:2, p. 131-148 |
| Index terms: | THEORIES MODELS PSYCHOLOGY CONSUMER BEHAVIOUR |
| Language: | ger |
| Abstract: | The modeling of advertising effects based on mood theory is presented and tested. Concerning persons in different moods there are models compared. Summa summarum, it is evident that mood and emotion play an important role in the persuasion process. |
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