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The Influence of Culture on Attitudes Towards Humorous Advertising
Humor has been widely used in advertising in recent decades. Various studies found that humor could significantly improve advertising performance. However, most of these studies were conducted in a Eastern context and did not consider cultural factors. In a cross-cultural research framework, the cur...
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| Publicado no: | Front Psychol |
|---|---|
| Main Authors: | , , , , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Frontiers Media S.A.
2019
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| Assuntos: | |
| Acesso em linha: | https://ncbi.nlm.nih.gov/pmc/articles/PMC6519312/ https://ncbi.nlm.nih.gov/pubmed/31139109 https://ncbi.nlm.nih.govhttp://dx.doi.org/10.3389/fpsyg.2019.01015 |
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