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Persuasion and industrial relations: a case of argument in a joint consultative committee

โœ Scribed by Peter M Hamilton

Book ID
108563173
Publisher
John Wiley and Sons
Year
1999
Tongue
English
Weight
226 KB
Volume
30
Category
Article
ISSN
0019-8692

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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