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Keywords: Product endorsement
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Journal Articles
An examination of humor and endorser effects on consumers' responses to direct‐to‐consumer advertising: The moderating role of product involvement
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International Journal of Pharmaceutical and Healthcare Marketing (2012) 6 (1): 23–38.
Published: 30 March 2012
... Emotional appeal Humour Endorser Product involvement Elaboration likelihood model Advertising Product endorsement Direct‐to‐consumer advertising (DTCA), any promotional campaign by a pharmaceutical company to provide prescription drug information to the general public through consumer‐oriented...
