Impact of Individual Differences on Different Types of Humorous Advertising Effectiveness~ Exploring the Role of Affect Intensity
碩士 === 國立臺灣大學 === 商學研究所 === 90 === Humor appears to be a popular persuasion technique employed by advertisers; therefore, it is important to understand the effects and persuasion processes of humorous ads. Weinberger and Gulas (1992) compiled the accounts of humor research from 1970 to 1990, and the...
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| Format: | Others |
| Language: | zh-TW |
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2002
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| Online Access: | http://ndltd.ncl.edu.tw/handle/98282961328598969185 |