Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising

19871,601 citationsJournal Article

Authors

Morris B. Holbrook · Columbia University

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

Topics & Keywords

Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Media Influence and Health

Publication Details

Published in: Journal of Consumer Research

Volume 14, Issue 3, pp. 404-404

DOI: 10.1086/209123

Field-Weighted Citation Impact: 29.69

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Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising

Authors

Abstract

Topics & Keywords

Publication Details