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
No takes yet. Share an insight, caveat, or question.
Baumgartner et al. (1997) studied this question.