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Patterns of Affective Reactions to Advertisements: The Integration of Moment-to-Moment Responses into Overall Judgments

Hans Baumgartner, Mita Sujan, Dan Padgett
Year1997
VenueJournal of Marketing Research
Typearticle
Citations262
DOI10.1177/002224379703400203
OpenAlexW2322936702

Topics

Marketing and Advertising StrategiesPsychologyPreferenceMoment (physics)Duration (music)Social psychology