๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

Incorporating long-term effects in determining the effectiveness of different types of online advertising

โœ Scribed by Ralph Breuer; Malte Brettel; Andreas Engelen

Book ID
106454935
Publisher
Springer US
Year
2011
Tongue
English
Weight
185 KB
Volume
22
Category
Article
ISSN
0923-0645

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โœ Yong Zhang ๐Ÿ“‚ Article ๐Ÿ“… 1996 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 909 KB

An experiment was conducted to investigate the effect of individual differences in need for cognition on humor's influence on persuasion in advertising. Results indicate that the effect of humor in advertising is moderated by levels of audience members' need for cognition. Advertising humor is more