Humorous services advertising: What are the roles of sex, appreciation of humor, and appropriateness of humor?

Journal of Professional Services Marketing

Volumn 21, Issue 1, 2000, Pages 9-22

  Fugate, Douglas L ^a   Gotlieb, Jerry B ^a   Bolton, Dawn ^b  

^a Gordon Ford College of Business Administration ^*

^b WESTERN KENTUCKY UNIVERSITY   (United States)

Author keywords

Advertising; Appreciation of humor; Appropriateness of humor; Humor; Services advertising; Sex and advertising

Indexed keywords

EID: 37249061198     PISSN: 07484623     EISSN: None     Source Type: Journal    
DOI: 10.1300/J090v21n01_02     Document Type: Article

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