Blar i BI Open på emneord "Warmth"
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Using different advertising humor appeals to generate firm-level warmth and competence impressions
(Peer reviewed; Journal article, 2023)An online experiment and a large-scale correlational study show that the effects of a humor appeal in product advertising go beyond consumers’ general attitudes toward the ad and the advertised product. A humor appeal ... -
Using different advertising humor appeals to generate firm-level warmth and competence impressions
(Peer reviewed; Journal article, 2023)An online experiment and a large-scale correlational study show that the effects of a humor appeal in product advertising go beyond consumers’ general attitudes toward the ad and the advertised product. A humor appeal ...