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Humor and the Limits of Incongruity

✍ Scribed by Cundall, Michael K.


Book ID
127384140
Publisher
Taylor and Francis Group
Year
2007
Tongue
English
Weight
148 KB
Volume
19
Category
Article
ISSN
1040-0419

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Humor and ad liking: Evidence that sensa
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## Abstract It is widely reported that humorous ads are better liked and therefore more effective than are non‐humorous ones. This study examines whether the liking advantage associated with ads containing incongruity‐resolution humor depends on sensation seeking. Higher sensation seekers are assum