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Selected effects of headline gender and spokesperson gender in direct response advertising

✍ Scribed by John H. Holmes; Walter A. Urban

Book ID
112073323
Publisher
John Wiley and Sons
Year
1989
Weight
700 KB
Volume
3
Category
Article
ISSN
0892-0591

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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