The influence of humor in advertising : explaining the effects of humor in two-sided messsages
Year of publication: |
2022
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Authors: | Eisend, Martin |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 39.2022, 5, p. 962-973
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Subject: | advertising | humor | involvement | persuasiveness | two-sided message | Humor | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising |
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