Provocation and Humor in Ad Effects: Constrained Multi-Group Analysis and Beyond

ChongMoo Woo, University of Florida
Jon D. Morris, University of Florida
Sanghoon Lee, LG Ad Inc.
[ to cite ]:
ChongMoo Woo, Jon D. Morris, and Sanghoon Lee (2004) ,"Provocation and Humor in Ad Effects: Constrained Multi-Group Analysis and Beyond", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 473-476.