Humor roles of females in a product color matrix: a qualitative conceptual development
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References listed on IDEAS
- Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. " Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Oxford University Press, vol. 10(2), pages 135-146, September.
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KeywordsHumor mechanisms; Female role depiction; Product types; Advertising appeal; Product color matrix;
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