This Ad Is Funny, But Will I Share It?

Encouraging consumers to share ads with others has become one of the important goals for advertisers. This exploratory study takes a psychological approach to show why one ad might be shared over another especially in the case when attitudes toward the ads are similar.



Citation:

Yeuseung Kim and Hye Jin Yoon (2013) ,"This Ad Is Funny, But Will I Share It?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Yeuseung Kim, DePaul University, USA
Hye Jin Yoon, Southern Methodist University, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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