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• W1982702863 abstract "The present article had two objectives: (a) to explore the relative impacts of context-induced and ad-induced affect on ad and brand evaluations, and (b) to investigate how individual differences in affect intensity and introversion/extroversion moderate the effects of ad-induced affect. In Study 1, ad-induced affect, but not contextinduced affect, significantly influenced ad and brand evaluations when both forms of affect induction were manipulated. Furthermore, Studies 1 and 2 showed that individuals scoring differently on affect intensity and introversion/extroversion responded in divergent ways to ad messages that elicited positive and negative affect. © 2006 Wiley Periodicals, Inc." @default.
• W1982702863 created "2016-06-24" @default.
• W1982702863 creator A5043606287 @default.
• W1982702863 date "2006-01-01" @default.
• W1982702863 modified "2023-10-17" @default.
• W1982702863 title "Context-induced and ad-induced affect: Individual differences as moderators" @default.
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• W1982702863 doi "https://doi.org/10.1002/mar.20128" @default.
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