幽默廣告類型與認知需求對廣告效果之影響
碩士 === 國立臺灣大學 === 商學研究所 === 90 === This study investigated the correlation between need for cognition (NFC) and different types of humorous ads, namely (1) non-humorous ads, (2) cognitive-humorous ads and (3) affective-humorous ads. It combines two different scopes in humorous advertising research,...
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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/50645164662357681114 |