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Keywords: Arousal primes
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2018) 35 (5): 491–501.
Published: 06 November 2018
... of primes on humor ads. Attention, perceived humor and ad effectiveness of the humor ads were measured. Findings Evidence of lower (vs higher) arousal primes leading to greater humor ad evaluations was found across three experiments. Felt arousal of the ad mediated the relationship between the prime...
