๐”– Bobbio Scriptorium
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The Impact of Violent Humor on Advertising Success: A Gender Perspective

โœ Scribed by Swani, Kunal; Weinberger, Marc G.; Gulas, Charles S.

Book ID
121360423
Publisher
M. E. Sharpe Inc.
Year
2013
Tongue
English
Weight
280 KB
Volume
42
Category
Article
ISSN
0091-3367

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โœ Thomas W. Cline; James J. Kellaris ๐Ÿ“‚ Article ๐Ÿ“… 1999 ๐Ÿ› John Wiley and Sons ๐ŸŒ English โš– 394 KB

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