Full Terms & Conditions of access and use can be found at http://www.tandfonline.com/action/journalInformation?journalCode=ujci20 Journal of Current Issues & Research in Advertising ISSN: 1064-1734 (Print) 2164-7313 (Online) Journal homepage: http://www.tandfonline.com/loi/ujci20 Brand Placement in Emotional Scenes: Excitation Transfer or Direct Affect Transfer? Talé A. Mitchell & Michelle R. Nelson To cite this article: Talé A. Mitchell & Michelle R. Nelson (2018): Brand Placement in Emotional Scenes: Excitation Transfer or Direct Affect Transfer?, Journal of Current Issues & Research in Advertising, DOI: 10.1080/10641734.2018.1428252 To link to this article: https://doi.org/10.1080/10641734.2018.1428252 Published online: 05 Apr 2018. Submit your article to this journal Article views: 23 View related articles View Crossmark data