An eye-tracking study to examine the impacts of happy versus sad program-induced moods on brand attitude: the moderating role of advertising disclosure,Chinese Journal of Communication

当前位置： X-MOL 学术 › Chinese Journal of Communication › 论文详情

Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)

An eye-tracking study to examine the impacts of happy versus sad program-induced moods on brand attitude: the moderating role of advertising disclosure
Chinese Journal of Communication ( IF 3.698 ) Pub Date : 2023-06-15 , DOI: 10.1080/17544750.2023.2223677
Guoquan Ye ₁ , Xin Guan ₂ , Liselot Hudders ₃

Affiliation

This study uses eye-tracking technology to examine how television program-induced moods (sad vs. neutral vs. happy) affect viewers’ attitudinal responses to brand placement and whether an advertisi...

中文翻译：