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The Influence of humor strength and humor-message relatedness on ad memorability
This research examines contingencies that shape the effects of humorous appeals on consumers' recall of ads, as well as the processes underlying such effects. Results of experimentation show that ads are more memorable when humor is both strong and related to the message, and this interaction is mediated by attention and mood. Stronger humor appeals also induce higher recall among individuals with a high "need for humor"
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| IM1610703B | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Academy of Advertising 2007 |
|---|---|
| Edisi | - |
| Subjek | Humor Recall studies Effects Advertising campaigns |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | Hardcopy |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |