The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising
Dana L. Alden, Ashesh Mukherjee and Wayne D. HoyerVolume:
29
Language:
english
Journal:
Journal of Advertising
DOI:
10.2307/4189138
Date:
January, 2000
File:
PDF, 2.81 MB
english, 2000