Mixing emotions: The use of humor in fear advertising

Journal of Consumer Behaviour

Volumn 11, Issue 2, 2012, Pages 147-161

  Mukherjee, Ashesh ^a   Dubé, Laurette ^a  

^a MCGILL UNIVERSITY   (Canada)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84858962079     PISSN: 14720817     EISSN: 14791838     Source Type: Journal    
DOI: 10.1002/cb.389     Document Type: Article

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