Do humour and threat work well together? : the moderating effect of need for cognition in humorous threat persuasion advertisements
Year of publication: |
2014
|
---|---|
Authors: | Yoon, Hye Jin ; Mayer, James Mark |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 33.2014, 4, p. 725-740
|
Subject: | Emotionale Werbung | Emotional branding | Humor | Werbewirkung | Advertising effects | Kognition | Cognition | Werbepsychologie | Psychology of advertising |
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