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Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising
Journal of Consumer Research · 1987 · Vol. 14(3) · pp. 404–404
Morris B. Holbrook✉(Columbia University)Rajeev Batra
Abstract
Journal Article Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising Get access Morris B. Holbrook, Morris B. Holbrook Search for other works by this author on: Oxford Academic PubMed Google Scholar Rajeev Batra Rajeev Batra Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 14, Issue 3, December 1987, Pages 404–420, https://doi.org/10.1086/209123 Published: 01 December 1987 Article history Received: 01 July 1986 Revision received: 01 May 1987 Published: 01 December 1987
Consumer Behavior in Brand Consumption and IdentificationDigital Marketing and Social MediaMedia Influence and HealthAdvertisingPsychologyConsumer researchLibrary scienceBusinessComputer science
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Journal of Consumer Research · 1982 · 7,892 citations
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American Psychologist · 1980 · 7,775 citations
Affective and Cognitive Factors in Preferences
Journal of Consumer Research · 1982 · 1,060 citations
The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations
Journal of Marketing Research · 1986 · 1,957 citations
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