Update search
Filter
- All
- Title
- Author
- Author Affiliations
- Full Text
- Abstract
- Keyword
- DOI
- ISBN
- EISBN
- ISSN
- EISSN
- Issue
- Volume
- References
Filter
- All
- Title
- Author
- Author Affiliations
- Full Text
- Abstract
- Keyword
- DOI
- ISBN
- EISBN
- ISSN
- EISSN
- Issue
- Volume
- References
Filter
- All
- Title
- Author
- Author Affiliations
- Full Text
- Abstract
- Keyword
- DOI
- ISBN
- EISBN
- ISSN
- EISSN
- Issue
- Volume
- References
Filter
- All
- Title
- Author
- Author Affiliations
- Full Text
- Abstract
- Keyword
- DOI
- ISBN
- EISBN
- ISSN
- EISSN
- Issue
- Volume
- References
Filter
- All
- Title
- Author
- Author Affiliations
- Full Text
- Abstract
- Keyword
- DOI
- ISBN
- EISBN
- ISSN
- EISSN
- Issue
- Volume
- References
Filter
- All
- Title
- Author
- Author Affiliations
- Full Text
- Abstract
- Keyword
- DOI
- ISBN
- EISBN
- ISSN
- EISSN
- Issue
- Volume
- References
NARROW
Format
Journal
Type
Date
Availability
1-2 of 2
Keywords: Humor
Close
Follow your search
Access your saved searches in your account
Would you like to receive an alert when new items match your search?
Sort by
Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2022) 40 (3): 358–371.
Published: 16 March 2022
... varying humor/scarcity (high/low) and product category (vice versus virtue). Findings Humor (scarcity) enhances IB of vice (virtue) products through anticipation of enjoyment (perception of uniqueness). Research limitations/implications This research identifies a new antecedent of IB, advertising...
Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2012) 30 (4): 384–401.
Published: 15 June 2012
...Kevin W. Cruthirds; Valerie L. Wang; Yong J. Wang; Jie Wei Purpose The purpose of this study was to conduct a content analysis of humor styles used in US and Mexican television advertising. Design/methodology/approach A total of 97 television commercials broadcasted by major US and Mexican...
