The influence of gender on mood effects
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Brett A. S. Martin
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Article
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2003
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John Wiley and Sons
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English
β 170 KB
π 1 views
## Abstract The main objective of this article is to study the impact of gender on mood effects in relation to attitude toward the ad and brand attitudes. Specifically, gender, mood state, and ad affective tone are posited to interact. Data from an experiment support two hypotheses predicting the m