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Putting on appearances: Gender and advertising

✍ Scribed by Kleiner, Hayden

Book ID
123308879
Publisher
Elsevier Science
Year
1990
Tongue
English
Weight
164 KB
Volume
8
Category
Article
ISSN
0732-118X

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## 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