How humor in advertising works: A meta-analytic test of alternative models
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Volume (Year): 22 (2011)
Issue (Month): 2 (June)
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- Batra, Rajeev & Stayman, Douglas M, 1990. " The Role of Mood in Advertising Effectiveness," Journal of Consumer Research, Oxford University Press, vol. 17(2), pages 203-214, September.
- Brown, Steven P & Stayman, Douglas M, 1992. " Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Oxford University Press, vol. 19(1), pages 34-51, June.
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