Cognition and emotion: Exploration on consumers response to advertisement and brand kognisi dan emosi: Penerokaan tindak balas pengguna terhadap pengiklanan dan jenama

• Main Authors: Zaki, H.O., Kamarulzaman, Yusniza, Mohtar, M.
• Format: Article
• Published: Penerbit Universiti Kebangsaan Malaysia 2021
• Subjects: HF Commerce
• Online Access: http://eprints.um.edu.my/35577/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85122950812&doi=10.17576%2fpengurusan-2021-63-05&partnerID=40&md5=9987b295a42358b7dd419763b7a6d13d

Cognition and emotion are known to be drivers of information and message processing, leading to attitude formation. This research hypothesises that emotion, specifically intense positive mood, would elicit better ad and brand evaluations. This paper examined the role of the Associative Network Theor...