Question: Dr. Pham understands that a big challenge for marketers will be to understand how to induce the right emotions among consumers and is currently pursuing

Dr. Pham understands that a big challenge for marketers will be to understand how to induce the "right" emotions among consumers and is currently pursuing that area in his research. Some of these "emotions" are framed as "affective responses."

Define and explain affective responses especially as these relate to social media.

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