Bibliographics

Author(s):

Batra, R.; Stayman, D.M.

Title:

The Role of Mood in Advertising Effectiveness.

Source:

Journal of Consumer Research, 1990, Vol 17, 203 - 214

Year:

1990

ISSN:

0093 5301

URL:

http://www.jstor.org/stable/2626812

Language:

English (Australia, Canada, UK, USA)

Subject Classification

Subjects

Eligible for inclusion in findings archive

Eligible

No, no valid measure of happiness used.