Humor and ad memorability: On the contributions of humor expectancy, relevancy, and need for humor

Psychology and Marketing

Volumn 24, Issue 6, 2007, Pages 497-509

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

^a UNIVERSITY OF CINCINNATI   (United States)

^b SAINT VINCENT COLLEGE   (United States)

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EID: 34347262111     PISSN: 07426046     EISSN: 15206793     Source Type: Journal    
DOI: 10.1002/mar.20170     Document Type: Article

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