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Keywords: Humor
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Journal Articles
Journal:
Information Technology & People
Information Technology & People (2023) 36 (6): 2312–2337.
Published: 30 August 2022
.../methodology/approach The paper uses a between-subjects experimental design across two studies using new to the world online video advertisements as stimuli. Findings Study 1 finds that increasing the intensity of sexual and violent humor improves advertisement effectiveness amongst men but leads...
