Does sexual humor work on Mars, but not on Venus? : an exploration of consumer acceptance of sexually humorous advertising
James Mark Mayer, Piyush Kumar and Hye Jin Yoon
| Year of publication: |
2019
|
|---|---|
| Authors: | Mayer, James Mark ; Kumar, Piyush ; Yoon, Hye Jin |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 7, p. 1000-1024
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| Subject: | gender differences | Humor in advertising | sexual humor | Humor | Sexualität | Sexuality | Geschlecht | Gender | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2019.1629226 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012200364