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Capturing the Flow of Emotion in Television Commercials: A New Approach
Charles E. Young
, 2004, vol. 44, issue 02, pages 202-209
Journal of Advertising Research Abstract:
This article introduces a moment-by-moment picture-sorting technique for measuring the emotional content of TV commercials. This new dynamic approach to analyzing the dramatic structure of commercials is shown to be a valid predictor of purchase intent.
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Persistent link: http://EconPapers.repec.org/RePEc:cup:jadres:v:44:y:2004:i:02:p:202-209_04
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