Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor

Journal of Consumer Research

Volumn 26, Issue 2, 1999, Pages 156-169

  Lee, Yih Hwai ^b   Mason, Charlotte ^a  

^a UNIVERSITY OF NORTH CAROLINA   (United States)

^b NATIONAL UNIVERSITY OF SINGAPORE   (Singapore)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0038922170     PISSN: 00935301     EISSN: None     Source Type: Journal    
DOI: 10.1086/209557     Document Type: Article

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