@article{a1b08b900a3343afa011d05807993fdf,
title = "When Learning Negative Brand Associations Leads to Positive Evaluations of Effectiveness",
keywords = "affect transfer, associative learning, brand positioning, evaluative conditioning, goal instrumentality, processing mindsets",
author = "Clair, {Julian K.Saint} and Marcus Cunha",
note = "Publisher Copyright: {\textcopyright} 2024 The Author(s).",
year = "2024",
month = oct,
day = "1",
doi = "10.1093/jcr/ucae001",
language = "English",
volume = "51",
pages = "497--519",
journal = "Journal of Consumer Research",
issn = "0093-5301",
publisher = "Oxford University Press",
number = "3",
}