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EMOTIONS AS PRODUCT INFORMATION AND CONSUMER KNOWLEDGE: USE AND IMPACT ON BRAND ATTITUDES.

Julie A. Ruth

出版	University of MICHIGAN, 1991
URL	http://books.google.com.hk/books?id=llkeAQAAMAAJ&hl=&source=gbs_api

註釋

An experiment was developed where subjects were primed with a description of the features of an emotion and were later presented with a brand advertisement that used an emotion word that was either the same as or different from the emotion in the priming description. The 2 x 2 x 2 experiment manipulated: the category congruence between the primed emotion and the emotion term used in the ad (same or different category), the hedonic tone of the emotion (experience a positive or avoid a negative emotion),