haku: @author Schoormans, J. / yhteensä: 2
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| Tekijä: | Groenland, E. Schoormans, J. |
| Otsikko: | Comparing mood-induction and affective conditioning as mechanisms influencing product evaluation and product choice |
| Lehti: | Psychology & Marketing
1994 : MAR-APR, VOL. 11:2, p. 183-197 |
| Asiasana: | PSYCHOLOGY PRODUCTS EVALUATION |
| Kieli: | eng |
| Tiivistelmä: | Previous research has demonstrated that nonverbal, affective elements of ads have the capacity to influence the evaluation of product in the ad, and the product choice. Affective conditioning and mood induction have been presented as mechanisms responsible for this effect. In this study, the effect of a nonverbal affective stimulus, i.e., music, on product evaluation and product choice was studied, using both mechanisms in two experiments with a comparable research format. |
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