How humor in advertising works: A meta-analytic test of alternative models
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Bibliographic InfoArticle provided by Springer in its journal Marketing Letters.
Volume (Year): 22 (2011)
Issue (Month): 2 (June)
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Web page: http://www.springerlink.com/link.asp?id=100312
Humor; Advertising; Meta-analysis; Structural equation modeling;
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- Batra, Rajeev & Stayman, Douglas M, 1990. " The Role of Mood in Advertising Effectiveness," Journal of Consumer Research, University of Chicago Press, vol. 17(2), pages 203-14, September.
- Brown, Steven P & Stayman, Douglas M, 1992. " Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, University of Chicago Press, vol. 19(1), pages 34-51, June.
- Eduardo B. Andrade, 2005. "Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms," Journal of Consumer Research, University of Chicago Press, vol. 32(3), pages 355-362, December.
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