The Impact of Children’s Affective Reactions Elicited by Commercials on Attitudes toward the Advertisement and the Brand

Christian Derbaix (1) , Joël Bree (2)

1 LACC - Laboratoire d 'Analyse du Comportement du Consommateur
2 NIMEC - Normandie Innovation Marché Entreprise Consommation

Domaines: Gestion et management

Christian Derbaix, Joël Bree. The Impact of Children’s Affective Reactions Elicited by Commercials on Attitudes toward the Advertisement and the Brand. International Seminar on Children’s Socialization as Consumers and their Perception of Advertising, Jun 2001, Copenhague, Denmark. ⟨hal-02052235⟩