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Effects of Absurdity in Advertising: The Moderating Role of Product Category Attitude and the Mediating Role of Cognitive Responses
Arias-Bolzmann, Leopoldo, Chakraborty, Goutam, Mowen, John C.Volume:
29
Language:
english
Journal:
Journal of Advertising
DOI:
10.1080/00913367.2000.10673602
Date:
March, 2000
File:
PDF, 2.81 MB
english, 2000