The Effects of Incongruity, Surprise and Positive...

The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising

Dana L. Alden, Ashesh Mukherjee and Wayne D. Hoyer
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Volume:
29
Language:
english
Journal:
Journal of Advertising
DOI:
10.2307/4189138
Date:
January, 2000
File:
PDF, 2.81 MB
english, 2000
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