The Effects of incongruity, surprise and positive moderators on perceived humor in television advertising / Dana L. Alden, Ashesh Mukherjee and Wayne D. Hoyer
Material type: ArticleLanguage: English Publisher: Clemson Subject(s): ACTITUDES DEL CONSUMIDOR | CONDUCTA DEL CONSUMIDOR | EMOCIONES | HUMOR | MARCAS REGISTRADAS | PERCEPCION DEL PRODUCTO | PUBLICIDAD TELEVISADA | RESPUESTAS EMOCIONALESOther classification: REV In: Journal of Advertising Vol. 29 No. 2 (2000) ; p. 1-15No physical items for this record
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