The Impact of Humorous Advertising, Fear Appeals, and Regulatory Focus on the Advertising Attitudes
碩士 === 輔仁大學 === 管理學院經營管理碩士學程 === 99 === This study assess the impacts of three humorous advertising categories of incongruity-resolution mechanism (incongruity humor, incongruity-resolution humor, and non humor) on advertising attitudes, and add fear appeals (high/low) and Regulatory focus (promotio...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/38462602356415680765 |