Assessing the use and impact of humor on advertising effectiveness: A contingency approach

Journal of Advertising

Volumn 26, Issue 3, 1997, Pages 17-32

  Spotts, Harlan E ^a   Weinberger, Marc G ^b   Parsons, Amy L ^c  

^a UNIVERSITY OF WISCONSIN PARKSIDE   (United States)

^b UNIVERSITY OF MASSACHUSETTS   (United States)

^c The King's College   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0346248832     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.1997.10673526     Document Type: Article

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