Does a Happy Ending Sell? The Effects of Type of Appeal and Emotional Responses on Advertising Effectiveness and the Moderating Role of Incidental Emotion

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Keywords	Advertising, Emotional appeals, Incidental emotions, Advertising effectiveness, Integral emotions
Thesis Advisor	Fytraki, Agapi, Babeanu, Alex
Persistent URL	hdl.handle.net/2105/57993
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	van der Vleuten, Elles. (2021). Does a Happy Ending Sell? The Effects of Type of Appeal and Emotional Responses on Advertising Effectiveness and the Moderating Role of Incidental Emotion. In Marketing Management.http://hdl.handle.net/2105/57993

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