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Keywords: Retrospective evaluations
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Journal Articles
Retrospective evaluations of playful experiences
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2016) 33 (5): 387–395.
Published: 08 August 2016
...Sayantani Mukherjee; Loraine Lau-Gesk Purpose This paper aims to examine the impact of key affective moments of a playful experience on consumers’ overall retrospective evaluations. Design/methodology/approach The authors build on past literature on hedonic psychology and sequential...
