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Keywords: Pleasure and arousal
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Journal Articles
Journal of Contemporary Marketing Science (2020) 3 (1): 81–98.
Published: 14 May 2020
... conditions behind such effects. Design/methodology/approach The research consisted of four laboratory experiments. Findings The results of four studies showed that a smiling facial expression led to the highest score for approach behavior. Pleasure and arousal mediated the effect of facial...
