Consumer Response to Humor in Advertising: A Series of Field Studies Using Behavioral Observation.
In a series of field studies, social and business events were promoted using humorous, non-humorous, and control formats. The humorous promotions significantly increased attendance for the social events, but showed no significant impact for business events. Copyright 1990 by the University of Chicago.
Year of publication: |
1990
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Authors: | Scott, Cliff ; Klein, David M ; Bryant, Jennings |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 16.1990, 4, p. 498-501
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Publisher: |
University of Chicago Press |
Saved in:
Saved in favorites
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