ality of advertising via Izard's Differential Emotions Scale. Paper presented at the Association for Consumer Research, Boston, MA.
Batra R. ( 1984). "Affective advertising: Role, processes, and measurement". In R. A. Peterson , W. D. Hoyer, & W. R. Wilson (Eds.), The role of affect in consumer behavior: Emerging theories and applications (pp. 53-85). Lexington, MA: D. C. Heath.
Batra R., & Holbrook M. B. ( 1987). "Development of a set of scales to measure affective responses to advertising". Journal of Consumer Research, 14(3), 404-420.
Batra R., & Ray M. L. ( 1985). "How advertising works at contact". In L. Alwitt & A. A. Mitchell (Eds.), Psychological processes and advertising effects (pp. 13-44). Hillsdale, NJ: Lawrence Erlbaum Associates.
Batra R., & Ray M. L. ( 1986). "Affective responses mediating acceptance of advertising". Journal of Consumer Research, 13(2), 234-249.
Chaiken S. ( 1980). "Heuristic versus systematic information processing and the use of source versus message cues in persuasion". Journal of Personality and Social Psychology, 39(5), 752-756.
Christ W. G. ( 1985a). "The construct of arousal in communication research". Human Communication Research, 11(4), 575-592.
Christ W. G. ( 1985b). "Voter preference and emotion: Using emotional response to classify decided and undecided voters". Journal of Applied Social Psychology, 15(3), 237-254.
Christ W. G., & Biggers J. T. ( 1984). "An exploratory investigation into the relationship between television program preference and emotion-eliciting qualities--A new theoretical perspective". Western Journal of Speech Communication, 48, 293-307.
Christ W. G., & Thorson E. ( 1989). Liking ads and being activated toward brands: Effects of pleasure, arousal, and category of emotional commercial. Unpublished manuscript, School of Journalism and Mass Communication, University of Wisconsin, Madison, WI.
Cohen J., & Cohen P. ( 1975). Applied multiple regression/correlation analysis for the behavioral sciences. New York: Wiley.
Donovan R. J., & Rossiter J. R. ( 1982). Store atmosphere: An environmental approach. Journal of Retail, 58, 34-57.
Edell J. A., & Burke M. C. ( 1986). "The relative impact of prior brand attitude and attitude toward the ad on brand attitude after ad exposure". In J. Olson & K. Sentis (Eds.), Advertising and consumer psychology (Vol. 3, pp. 93-107). New York: Praeger.
Edell J. A., & Burke M. C. ( 1987). "The power of feelings in understanding advertising effects". Journal of Consumer Research, 14(3), 421-433.
Gardner M. P. ( 1985). "Does attitude toward the ad affect brand attitude under a brand evaluation set?" Journal of Marketing Research, 22, 192-198.
Gardner M. P., Mitchell A., & Russo J. E. ( 1985). "Low involvement strategies for processing advertisements". Journal of Advertising, 14(2), 4-12.
Garramone G. M. ( 1984). "Voter responses to negative political ads". Journalism Quarterly, 61, 250-259.
Gorn G. J. ( 1982). "The effects of music in advertising on choice behavior: A classical conditioning approach". Journal of Marketing. 46, 94-101.
Holbrook M. B., & Batra R. ( 1987). "Assessing the role of emotions as mediators of consumer responses to advertising". Journal of Consumer Research, 14, 404-420.
Holbrook M. B., & O'Shaughnessy J. ( 1984). The role of emotion in advertising. Psychology and Marketing, 1(2), 45-64.
Holbrook M. B. & Westwood R. A. ( 1989). "The role of emotion in advertising revisited: Testing a typology of emotional responses". In P. Cafferata & A. Tybout (Eds.), Cognitive and affective responses to advertising (pp. 353-372). Lexington, MA: Lexington Books.
Jackson S., & Jacobs S. ( 1983). "Generalizing about messages: Suggestions for design and analysis of experiments". Human Communication Research, 9(2), 169-191.