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The Influences of Advertising on Tobacco Consumption: comments on Boddewyn & Chapman

โœ Scribed by LUK JOOSSENS


Book ID
108593479
Publisher
John Wiley and Sons
Year
1989
Tongue
English
Weight
972 KB
Volume
84
Category
Article
ISSN
0965-2140

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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