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Keywords: Disparaging humor
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Journal Articles
The effect of disparaging humor and offensiveness in hijacked advertising: the moderating effect of ad hijacking recognition
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (4): 433–443.
Published: 23 March 2020
... viewers of such ads recognize whether the ad is hijacked or not? Also, what are the effects of using the dimensions of disparaging humor and offensiveness, commonly used in hijacked ads, on attitudes toward the brands in these ads and a propensity to engage in negative word-of-mouth (WOM) behavior...
