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Journal of Promotion Management Volume 28, 2022 - Issue 6
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Articles

Sadly and Joyfully Moving Ads: The Influence of Hedonic and Eudaimonic Experiences on the Attitude toward the Ad

Hans HoekenDepartment of Languages, Literature & Communication, Utrecht University, Utrecht, The NetherlandsCorrespondence[email protected]
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Hanny den OudenDepartment of Languages, Literature & Communication, Utrecht University, Utrecht, The Netherlands
Pages 843-868 | Published online: 19 Dec 2021

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