The Joint impact of humor and argument strength in a print advertising context : a case for weaker arguments / Thomas W. Cline, James J. Kellaris
Material type: ArticleLanguage: English Publisher: New York Subject(s): ACTITUDES DEL CONSUMIDOR | CONDUCTA DEL CONSUMIDOR | HEURISTICA | HUMOR | MARCAS REGISTRADAS | PERSUASION | PUBLICIDADOther classification: REV In: Psychology and Marketing Vol. 16 No. 1 (1999) ; p. 69-86No physical items for this record
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