The influence of advertisement humor on new product purchase intention : mediation by emotional arousal and cognitive flexibility
Weiyu Du and Xin Shen, Serdar S. Durmusoglu, and Jinjin Li
| Year of publication: |
2025
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|---|---|
| Authors: | Du, Weiyu ; Shen, Xin ; Durmusoglu, Serdar S. ; Li, Jinjin |
| Published in: |
European journal of innovation management. - Bingley : Emerald, ISSN 1758-7115, ZDB-ID 2028189-4. - Vol. 28.2025, 2, p. 271-297
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| Subject: | Cognitive flexibility | Emotional arousal | Humor | New product purchase intention | Emotion | Kognition | Cognition | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Produktentwicklung | New product development |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJIM-09-2022-0459 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015397003