Humor is used extensively in advertising, but with mixed results. Drawing on the heuristic systematic model of persuasion, the authors explore a contingency underlying the impact of humorous executions on ad and brand attitudes for a convenience good. Results of a laboratory experiment with print ad
β¦ LIBER β¦
A Model of the Strength and Appropriateness of Argumentation in Organizational Contexts
β Scribed by John A. A. Sillince
- Book ID
- 108516689
- Publisher
- John Wiley and Sons
- Year
- 2002
- Tongue
- English
- Weight
- 209 KB
- Volume
- 39
- Category
- Article
- ISSN
- 0022-2380
No coin nor oath required. For personal study only.
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