How humor in advertising works: A meta-analytic test of alternative models
No abstract is available for this item.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- 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.
When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:22:y:2011:i:2:p:115-132. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sonal Shukla)or (Christopher F. Baum)
If references are entirely missing, you can add them using this form.