Mood Matching: The Importance of Fit between Moods Elicited by Media Content and Advertisements

Joseph Lajos, Nailya Ordabayeva and Amitava Chattopadhyay
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Joseph Lajos: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique
Amitava Chattopadhyay: INSEAD - Institut Européen d'administration des Affaires

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Keywords: Mood Matching; Fit; Moods; Media Content; Advertisements (search for similar items in EconPapers)
Date: 2008
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Published in 2008

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Persistent link: https://EconPapers.repec.org/RePEc:hal:wpaper:hal-00581770

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