When Does Humor Enhance or Inhibit Ad Responses? - The Moderating Role Of The Need For Humor

Author： Cline Thomas W.   Altsech Moses B.   Kellaris James J.  

Publisher： M. E. Sharpe Inc

ISSN： 0091-3367

Source： Journal of Advertising, Vol.32, Iss.3, 2003-10, pp. : 31-45

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