Responses to Information Incongruency in Advertising: The Role of Expectancy, Relevancy, and Humor
| Year of publication: |
1999
|
|---|---|
| Authors: | Lee, Yih Hwai ; Mason, Charlotte |
| Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Chicago, Ill : Univ. of Chicago Press, ISSN 0093-5301, ZDB-ID 1886861. - Vol. 26.1999, 2, p. 156-169
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