Global ETD Search
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Showing 1 to 1 of 1 for “"Direct Affect Transfer"”.
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Branded entertainment in emotional scenes: excitation transfer or direct affect transfer?
… the brands are placed. Utilizing excitation transfer theory and direct affect transfer as theoretical foundations to explore how arousal and valence levels may impact brand placements, a series of studies were conducted. First, a content analysis was conducted to examine the level of arousal …