The joint impact of humor and argument strength in a print advertising context: A case for weaker arguments

Psychology and Marketing

Volumn 16, Issue 1, 1999, Pages 69-86

  Cline, Thomas W ^a   Kellaris, James J ^b  

^a WEST VIRGINIA WESLEYAN COLLEGE   (United States)

^b NONE

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EID: 0033476889     PISSN: 07426046     EISSN: None     Source Type: Journal    
DOI: 10.1002/(SICI)1520-6793(199901)16:1<69::AID-MAR5>3.0.CO;2-9     Document Type: Article

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