Patterns of Affective Reactions to Advertisements: The Integration of Moment-to-Moment Responses into Overall Judgments
研究了人们如何将观看广告时的即时情感反应整合成对广告的整体评价，对广告效果评估和消费者心理研究有参考价值。
Hans Baumgartner, Mita Sujan, Dan Padgett, Patterns of Affective Reactions to Advertisements: The Integration of Moment-to-Moment Responses into Overall Judgments, Journal of Marketing Research, Vol. 34, No. 2 (May, 1997), pp. 219-232